PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN PADA PRODUK GULA KRISTAL RAFINASI (Studi Kasus Pada PT Andalan Furnindo)

UTOMO, DIMAS GONDO PRIYO (2018) PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN PADA PRODUK GULA KRISTAL RAFINASI (Studi Kasus Pada PT Andalan Furnindo). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the Influence of Price, Product Quality, and Brand Image On Purchase Decision Through Consumer Buy Interest In Refined Sugar Crystal Products (Case Study At PT Andalan Furnindo). The sampling method used is convenience sampling. This study involved 200 respondents to fill out the questionnaire. The method of analysis used in this research is Structural Equation Model (SEM) with Linear Structural Relationship (LISREL) software version 8.80. The result of the research shows that price have positive and significant effect to buying interest, price have positive and significant effect to purchasing decision, brand image have positive and significant effect to buying decision, buying interest have positive and significant effect to purchasing decision. However, brand image and product quality have no effect on buying interest in Refined Sugar Crystal products owned by PT Adalan Furnindo. Keywords: Price, Product Quality, Brand Image, Buy Interest, Purchase Decision Penelitian ini bertujuan untuk menganalisis Pengaruh Harga, Kualitas Produk, dan Citra merek Terhadap Keputusan Pembelian Melalui Minat Beli Konsumen Pada Produk Gula Kristal Rafinasi (Studi Kasus Pada PT Andalan Furnindo). Metode sampling yang digunakan adalah convenience sampling. Penelitian ini melibatkan 200 responden untuk melakukan pengisian kuesioner. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan software Linear Structural Relationship (LISREL) versi 8.80. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap minat beli, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian. Namun, citra merek dan kualitas produk tidak berpengaruh terhadap minat beli pada produk Gula Kristal Rafinasi milik PT Adalan Furnindo. Kata kunci: Harga, Kualitas Produk, Citra merek, Minat Beli, Keputusan Pembelian

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 054
NIM/NIDN Creators: 55114120105
Uncontrolled Keywords: Harga, Kualitas Produk, Citra merek, Minat Beli, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 26 Oct 2018 03:47
Last Modified: 14 Dec 2021 04:41
URI: http://repository.mercubuana.ac.id/id/eprint/45241

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