PENGARUH PRODUCT QUALITY, BRAND IMAGE, & SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION KONSUMEN PADA PRODUK KIMBO DI WILAYAH DKI JAKARTA & TANGERANG

PUTRA, ALDI (2025) PENGARUH PRODUCT QUALITY, BRAND IMAGE, & SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION KONSUMEN PADA PRODUK KIMBO DI WILAYAH DKI JAKARTA & TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted because of the current phenomenon, that is the increasing consumer interest in ready-to-eat food due to the busy lifestyles of workers and students. This research was conducted to test the influence of Product Quality, Brand Image, and Social Media Marketing on consumers of Kimbo Products in the DKI Jakarta and Tangerang Regions. The population in this research are people who have purchased Kimbo products who live in DKI Jakarta and Tangerang. This research was conducted using a quantitative descriptive approach. The data analysis method used in this research is the Structural Equation Model (SEM) with the Smart PLS software data analysis tool version 4.0. The sampling used was purposive sampling, namely taking samples from selected respondents who had met the predetermined criteria, namely having purchased Kimbo products, domiciled in the DKI Jakarta and Tangerang areas. With a sample size of 114 respondents. The data collection technique uses a questionnaire. The results of this research show that Product Quality has a positive but not significant effect on Purchase Decision. Brand Image has a positive and significant effect on Purchase Decision. And Social Media Marketing has a positive and significant effect on Purchase Decisions. Keywords: Product Quality, Brand Image, Social Media Marketing, Purchase Decision. Penelitian ini dilakukan karena adanya fenomena yang terjadi saat ini, yaitu minat konsumen yang terus meningkat terhadap makanan siap saji karena gaya hidup yang sibuk dari pekerja dan mahasiswa. Penelitian ini dilakukan untuk menguji pengaruh Product Quality, Brand Image, dan Social Media Marketing pada konsumen produk Kimbo Di Wilayah DKI Jakarta & Tangerang. Populasi dalam penelitian ini adalah masyarakat yang pernah membeli produk Kimbo yang berdomisili di DKI Jakarta dan Tangerang. Penelitian ini dilakukan dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis data software Smart PLS versi 4.0. Pengambilan sampel yang digunakan adalah purposive sampling, yaitu pengambilan sampel kepada responden yang dipilih dan telah memenuhi kriteria-kriteria yang telah ditetapkan yaitu pernah membeli produk Kimbo, berdomisili di wilayah DKI Jakarta dan Tangerang. Dengan ukuran sampel sebanyak 114 responden. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian ini menunjukkan bahwa Product Quality berpengaruh positif namun tidak signifikan terhadap Purchase Decision. Brand Image berpengaruh postif dan signifikan terhadap Purchase Decision. Dan Social Media Marketing berpengaruh positif dan signifikan terhadap Purchase Decision. Kata Kunci: Product Quality, Brand Image, Social Media Marketing, Purchase Decision.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 132
NIM/NIDN Creators: 43118110258
Uncontrolled Keywords: Product Quality, Brand Image, Social Media Marketing, Purchase Decision.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 05 Jul 2025 06:45
Last Modified: 05 Jul 2025 06:45
URI: http://repository.mercubuana.ac.id/id/eprint/96018

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