JUMARYADI, YUWAN (2014) PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA PRIMAGAMA CABANG TAMAN PALEM LESTARI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study was conducted to determine the effect of price perception, brand image, and the location towards purchase decisions. This research also to determine which variables are most influence to the decision in choosing the Primagama branch Taman Palem Lestari as tutoring. The respondent were 100 high school students from 220 students total of population Primagama branch Taman Palem Lestari with the sampling techniques in this research is non probablity sampling by convenience sampling method. This research uses SPSS software version 21.0 The results showed the purchasing decisions at Primagama branch Taman Palem Lestari was significantly influenced by brand image variables with regression value of 0.673, while for the price perception and location variables were not affected towards purchase decisions. Keywords: Price Perception, Brand Image, Location, Purchase Decision, Primagama branch Taman Palem Lestari Penelitian ini dilakukan untuk mengetahui pengaruh persepsi harga, citra merek, dan lokasi terhadap keputusan pembelian. Selain itu juga untuk mengetahui variabel manakah yang paling berpengaruh terhadap keputusan dalam memilih Primagama cabang Taman Palem Lestari sebagai tempat bimbingan belajar. Responden yang diambil adalah 100 siswa SMA dari total populasi 220 siswa Primagama cabang Taman Palem Lestari dengan teknik pengambilan sampling dalam penelitian ini adalah Non Probablity Sampling dengan metode convenience sampling. Penelitian ini menggunakan software SPSS versi 21.0 Dari hasil penelitian menunjukkan bahwa keputusan pembelian pada Primagama cabang Taman Palem Lestari secara signifikan dipengaruhi oleh variabel citra merek dengan nilai regresi sebesar 0,673, sedangkan untuk variabel persepsi harga dan lokasi tidak berpengaruh terhadap keputusan pembelian. Kata Kunci: Persepsi Harga, Citra Merek, Lokasi, Keputusan Pembelian, Primagama cabang Taman Palem Lestari.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-14-167 |
| Call Number: | TM/51/14/051 |
| NIM/NIDN Creators: | 55112110097 |
| Uncontrolled Keywords: | Repsesi Harga, Citra Merek, Lokasi, Keputusan Pembeli, Primagama Cabang Taman Pelem Lestari, mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 30 Oct 2014 11:15 |
| Last Modified: | 09 Jul 2022 04:23 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13983 |
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