RASHEL, MOCHAMMAD (2025) PENGARUH KUALITAS PRODUK, PROMOSI, DAN HARGA TERHADAP MINAT BELI SEPATU VENTELA ( Studi Pada Konsumen Sepatu Ventela Di Tangerang Selatan Ciputat ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine and analyze the effect of product quality, promotion and price on purchasing interest in Ventela shoes in Ciputat, South Tangerang. The population in this study were people in the Ciputat area, South Tangerang. The number of samples used was 180 respondents and the analysis technique used in this study was by using Partial Least Square (PLS). The results of this study indicate that the variables of product quality, promotion and price have a positive and significant effect on purchasing interest. Keywords: Product Quality, Promotion, Price and Purchase Interest. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, promosi dan harga terhadap minat beli sepatu Ventela di Ciputat, Tangerang Selatan. Populasi dalam penelitian ini adalah masyarakat di daerah Ciputat , Tangerang Selatan. Jumlah sampel yang digunakan 180 responden dan Teknik analisis yang digunakan dalam penelitian ini adalah dengan mneggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa variabel kualitas produk, promosi dan harga memiliki pengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Kualitas Produk, Promosi, Harga dan Minat Beli.
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