PENGARUH PRODUCT, PROMOTION, PLACE DAN PEOPLE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Produk Bolt 4g Lte Di Karawaci Tangerang)

JULISTIAWAN, RENDI (2018) PENGARUH PRODUCT, PROMOTION, PLACE DAN PEOPLE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Produk Bolt 4g Lte Di Karawaci Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This reseacrh aimed tounderstand: (1) The influence of product on purchasing decisions, (2) The influence of promotion on purchasing decisions, (3) The influence of place on purchasing decisions, (4) The influence of people on purchasing decisions, (5) The effect of product, promotion, place and people on purchasing decisions. The research by using quantitative approach. The population in this study are consumers who use Bolt 4G LTE products located in Karawaci Tangerang. The sample in this study amounted to 180 respondents. The data collection technique used wa questionnaire. The data analysis was done by using multiple regression analysis. Based on the results of data analysis shows that the partially variable product, place and people have a positive and significant effect on purchasing decisions on products Bolt 4G LTE and only the promotion variable that is partially no effect and no significant to the purchase decision on the product Bolt 4G LTE. Simultaneously the four independent variables product, promotion, place and people have a positive and significant effect on purchasing decisions on products Bolt 4G LTE. Keywords : Product, Promotion, Place, People, Purchasing Decisions Penelitian ini bertujuan untuk mengetahui : (1) Pengaruh product terhadap keputusan pembelian, (2) Pengaruh promotion terhadap keputusan pembelian, (3) Pengaruh place terhadap keputusan pembelian, (4) Pengaruh people terhadap keputusan pembelian, (5) Pengaruh product, promotion, place dan people terhadap keputusan pembelian. Penelitian menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen yang menggunakan produk Bolt 4G LTE yang berada di Karawaci Tangerang. Sampel dalam penelitian ini berjumlah 180 responden. Pengumpulan data menggunakan kuesioner sedangkan analisis data menggunakan analisis regresi berganda. Berdasarkan hasil analisis data menunjukkan bahwa secara parsial variabel product, place dan people berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk Bolt 4G LTE dan hanya variabel promotion yang secara parsial tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian pada produk Bolt 4G LTE. Bersama - sama atau simultan keempat variabel bebas yaitu product, promotion, place dan people berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk Bolt 4G LTE Kata kunci : Product, Promotion, Place, People, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 485
Call Number: SE/31/18/482
NIM/NIDN Creators: 43114110378
Uncontrolled Keywords: Product, Promotion, Place, People, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Dec 2018 01:57
Last Modified: 12 Jan 2024 04:31
URI: http://repository.mercubuana.ac.id/id/eprint/46143

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