PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK IKEA

ALFIAN, MUHAMAD (2025) PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK IKEA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to determine the effect of service quality, price, promotion onpurchasing decisions for IKEA products. The object of this research is all IKEAcustomers. This research was conducted on 135 respondents using a quantitativedescriptive approach. Determination of the sample size using purposive samplingtechnique and the approach used in this research is Structural Equation Model (SEM) with Partial Least Square (PLS) measuring instrument. Therefore, the results of thisstudy state that the service quality variable has a positive and significant effect onpurchasing decisions, price has no positive and significant effect on purchasingdecisions and promotion has a positive and significant effect on purchasing decisionsfor IKEA products. Keywords: Service Quality, Price and Promotion on Ikea Purchasing Decisions Penelitian ini untuk mengetahui pengaruh kualitas pelayanan, harga, promosi terhadap keputusan pembelian produk IKEA. Objek penelitian ini adalah seluruhcostumer IKEA. Penelitian ini dilakukan terhadap 135 responden denganmenggunakan pendekatan deskriptif kuantitatif. Penentuan besarnya sampel menggunakan teknik purposive sampling dan pendekatan yang digunakan dalampenelitian ini adalah Structural Equation Model (SEM) dengan alat ukur Partial Least Square (PLS). Oleh karena itu, hasil penelitian ini menyatakan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, harga tidak berpengaruh positif dan signifikan terhadap keputusan pembelian danpromosi berpengaruh positif dan signifikan terhadap keputusan pembelian produkIKEA Kata Kunci: Kualitas Pelayanan, Harga Dan Promosi Terhadap KeputusanPembelian Ikea

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 143
NIM/NIDN Creators:	43121010083
Uncontrolled Keywords:	Kualitas Pelayanan, Harga Dan Promosi Terhadap KeputusanPembelian Ikea
Subjects:	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 > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	16 Jul 2025 07:43
Last Modified:	16 Jul 2025 07:43
URI:	http://repository.mercubuana.ac.id/id/eprint/96103

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