Muqarrabin, Alex Maulana (2013) PENGARUH HARGA, CITRA MEREK DAN TENAGA PENJUALAN TERHADAP MINAT BELI (STUDI KASUS PADA BINUS CENTER JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Tujuan penelitian ini untuk mengetahui kuat pengaruh harga, citra merek dan tenaga penjualan terhadap minat beli, penelitian ini merupakan penelitian berjenis deskriptif dengan metode pengumpulan data melalui interview, kuesioner dan studi pustaka. Populasi penelitian ini adalah calon customer yang belum pernah membeli produk BINUS CENTER. Sampel dalam penelitian ini berjumlah 101 orang yang diambil secara purposive random sampling. Pengumpulan datanya dilakukan dengan menggunakan kuesioner. Hasil uji t menemukan hanya vairabel citra merek yang berpengaruh positif dan signifikan terhadap minat beli. Sedangkan harga dan tenaga penjualan tidak berpengaruh signifikan terhadap minat beli. Hasil koefesien determinasi (adjusted R2) yang diperoleh sebesar 0.257, artinya 25.7% minat beli dapat dijelaskan oleh variabel harga, citra merek dan tenaga penjualan. Kata Kunci : Harga, Citra Merek, Tenaga Penjualan, Minat Beli The purpose of this study to know the powerful effect of price, brand image and sales force against buying interest, this research is a type of descriptive research method of data collection through interviews, questionnaires and literature. The study population was a prospective customer who has never purchased products BINUS CENTER. The sample in this study amounted to 101 people were taken by purposive random sampling. t test results find only variable brand image has positive and significant buying interest. While prices and sales force does not significantly influence the buying interest. Results coefficient of determination (adjusted R2) obtained for 0257, meaning that 25.7% purchase interest can be explained by the variable price, brand image and sales force. Keywords: Price, Brand Image, Sales Forces, Buy Interests
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-13-022 |
| Call Number: | TM/51/13/169 |
| NIM/NIDN Creators: | 55111110103 |
| Uncontrolled Keywords: | Harga, Citra Merek, Tenaga Penjualan, Minat Beli, 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: | 04 Feb 2014 15:46 |
| Last Modified: | 09 Jul 2022 06:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15077 |
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