PUTRI, HUTAMI EKA (2019) PENGARUH HARGA, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN OBAT FLU MIXAGRIP DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of price, brand image, and promotion on purchasing decisions. The variables in this study consisted of Price (X1), Brand Image (X2), Promotion (X3) as independent variables and purchasing decisions (Y) as dependent variables. The population in this study were consumers who consumed Flu Medicines in Tangerang. The sample in this study amounted to 155 respondents. Technique of sampling technique using Convenience Sampling. The method of data collection in this study used interviews and questionnaires. . Data analysis in this study uses the help of Variance Based Structural Equation Modeling where data processing uses Partial Least Square (PLS) Version 3.0 programs. Based on the analysis results show that the price has a positive and significant effect on the Purchase Decision. Brand Image has a positive and significant effect on Purchasing Decisions. Promotion has a positive and significant effect on purchasing decisions. Keywords: Price, Brand Image, Promotion, Purchasing Decision Penelitian ini bertujuan untuk menganalisis pengaruh harga, citra merek, dan promosi terhadap keputusan pembelian. Variabel dalam penelitian ini terdiri dari Harga (X1), Citra Merek (X2), Promosi (X3) sebagai variabel bebas dan keputusan pembelian (Y) sebagai variabel terikat. Populasi dalam penelitian ini adalah konsumen yang mengkonsumsi Obat Flu yang berada di Tangerang. Sampel dalam penelitian ini berjumlah 155responden. Teknik Teknik penarikan sampel dengan menggunakan Convenience Sampling. Metode pengumpulan data dalam penelitian ini menggunakan wawancara dan kuesioner. . Analisis data pada penelitian ini menggunakan bantuan Variance Based Structural Equation Modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Berdasarkan Hasil analisa menunjukkan bahwa Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci :Harga,Citra Merek,Promosi,Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 522 |
| NIM/NIDN Creators: | 43114110384 |
| Uncontrolled Keywords: | Harga,Citra Merek,Promosi,Keputusan Pembelian |
| Subjects: | 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 > 658 General Management/Manajemen Umum 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: | Dede Muksin Lubis |
| Date Deposited: | 21 Nov 2021 14:02 |
| Last Modified: | 28 May 2022 01:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50478 |
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