PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Kedai Kopi Kulo Poris)

SYIFANI, PUTRI DWI (2025) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Kedai Kopi Kulo Poris). S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) COVER.pdf Download (174kB) | Preview
	Text (BAB I) BAB I.pdf Restricted to Registered users only Download (131kB)
	Text (BAB II) BAB II.pdf Restricted to Registered users only Download (150kB)
	Text (BAB III) BAB III.pdf Restricted to Registered users only Download (194kB)
	Text (BAB IV) BAB IV.pdf Restricted to Registered users only Download (296kB)
	Text (BAB V) BAB V.pdf Restricted to Registered users only Download (30kB)
	Text (DAFTAR PUSTAKA) DAFPUS.pdf Restricted to Registered users only Download (105kB)
	Text (LAMPIRAN) LAMPIRAN.pdf Restricted to Registered users only Download (512kB)

Abstract

The research goals to discuss the impact of quality, cost and brand reputation on consumer buying choices for Kulo coffee shop products. The goal of the study is the Kopi Kulo shop product, which is a type of coffee drink. This research is quantitative in nature data collection methods through distributing online questionnaires using Google Forms and the sampling technique chosen is purposive sampling. The sample in the research refers to Hair theory and the sample size was 190 respondents who bought Kopi Kulo products and knew about Kopi Kulo products, while the population in the research was people who live in Tangerang City. The study utilizes a data processing program in the form of Partial Least Square (Smart-PLS) software version 4.0. The outcomes of the research show that there is a direct positive significant impact regarding the influence of product quality, price and brand image on the decision to purchase Kopi Kulo. Keywords: Product quality, price, brand image, purchasing decisions Penelitian yang tujuannya membahas pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian produk Kedai Kopi Kulo. Peneliti mengambil produk minuman kopi dari Kedai Kopi Kulo sebagai objek penelitian. Penelitian yang menggunakan pendekatan kuantitatif metode pengumpulan data melewati penyebaran kuesioner secara online menggunakan Google Form. Teknik purposive sampling dipilih sebagai metode pengambilan sampel. Peneliti mengacu pada teori Hair dalam menentukan jumlah sampel sebanyak 190 responden dipilih yang merupakan konsumen yang pernah membeli dan mengetahui produk Kopi Kulo. Populasi penelitian ini adalah masyarakat yang berdomisili di Kota Tangerang. Untuk mengolah data, peneliti menggunakan software Partial Least Square (SmartPLS) versi 4.0. Analisis riset melihatkan kualitas produk, harga, dan citra merek berpengaruh positif signifikan terhadap keputusan pembelian produk Kedai Kopi Kulo Poris. Kata Kunci : Kualitas produk, Harga, Citra Merek, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 284
NIM/NIDN Creators:	43121010348
Uncontrolled Keywords:	Kualitas produk, Harga, Citra Merek, Keputusan Pembelian
Subjects:	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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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 Sep 2025 08:00
Last Modified:	16 Sep 2025 08:00
URI:	http://repository.mercubuana.ac.id/id/eprint/97951

Actions (login required)

View Item