MODEL ON NEW CUSTOMER PURCHASE DECISION TOWARD OF PRODUCT QUALITY, LOCATION AND PROMOTION IN ELECTRIC CIGARETTE (Case Study of New Customer at 54 Vape Store, Tanjung Duren)

FAHLEVI, MUHAMMAD ADHLIR (2020) MODEL ON NEW CUSTOMER PURCHASE DECISION TOWARD OF PRODUCT QUALITY, LOCATION AND PROMOTION IN ELECTRIC CIGARETTE (Case Study of New Customer at 54 Vape Store, Tanjung Duren). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to find out the Model on New Customer Purchase Decision Toward of Product Quality, Location and Promotion in Electric Cigarette.The subjects in this study were new consumers of electric cigarettes who made purchasing decisions at 54 Vape Store Tanjung Duren. The sample used in this study was 170 respondents. The sampling technique uses purposive sampling. By using a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of SEM-PLS. The results of this study indicate that Product Quality has a significant positive effect on Purchasing Decisions. Location has a significant positive effect on Purchasing Decisions and Promotion has a positive and not significant effect on Purchasing Decisions. Keywords: Product Quality, Location, Promotion, Purchase Decision, 54 Vape Store Penelitian ini untuk mengetahui Model Keputusan Pembelian Pelanggan Baru Menuju Kualitas Produk, Lokasi dan Promosi Pada Rokok Listrik. Subjek dalam penelitian ini adalah konsumen baru rokok elektrik yang mengambil keputusan pembelian di 54 Vape Store Tanjung Duren. Sampel yang digunakan dalam penelitian ini adalah 170 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kualitas Produk memiliki pengaruh positif yang signifikan terhadap Keputusan Pembelian. Lokasi berpengaruh positif signifikan terhadap Keputusan Pembelian dan Promosi memiliki pengaruh positif dan tidak signifikan terhadap Keputusan Pembelian. Kata kunci: Kualitas Produk, Lokasi, Promosi, Keputusan Pembelian, 54 Vape Store

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