ANUGRAH, MUHAMAD ALIFIO DIVA (2018) PENGARUH KUALITAS LAYANAN, HARGA, DAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BELANJAONLINE MELALUI SHOPEE (Studi Kasus di Sekitar Kota Bekasi, Jawa Barat). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas layanan, harga dan produk terhadap keputusan pembelian. Penelitian dilakukan pada situs jual beli online Shopee. Penelitian ini merupakan penelitian kuantitatif. Objek penelitian ini adalah konsumen situs jual beli online Shopee. Penelitian ini dilakukan terhadap 100 orang responden. Pengolahan data dilakukan dengan Statistical Package for the Social Sciences (SPSS) versi 21. Teknik pengumpulan data dilakukan dengan metode kuesioner. Berdasarkan hasil penelitian dapat diambil kesimpulan, Kualitas Layanan berpengaruh positif signifikan terhadap Keputusan Pembelian pada Shopee, (2)Harga berpengaruh positif signifikan terhadap Keputusan Pembelian pada Shopee, (3)Produk berpengaruh positif signifikan terhadap Keputusan Pembelian pada Shopee. Kata Kunci : Kualitas Layanan, Harga dan Produk terhadap Keputusan Pembelian ABSTRACT The purpose of this research is to find out the effect of quality of service, price and product on purchasing decisions. The research was conducted on Shopee Marketplace. This research is quantitative research. The object of this research is consumer Marketplace Shopee. This study was conducted on 100 respondents. Data processing is done with Statistical Package for the Social Sciences (SPSS) version 21. Data collection techniques are carried out by questionnaire method. Based on the results of the research can be concluded, (1) there is a positive and significant influence on the quality of service on Shopee, (2) there is a positive and significant influence on the price on Shopee, (3) there is a positive and significant influence onthe product on Shopee. Keywords : Service Quality, Price and Product on purchasing decisions
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 21 042 |
| NIM/NIDN Creators: | 43117210082 |
| Uncontrolled Keywords: | Kata Kunci : Kualitas Layanan, Harga dan Produk terhadap Keputusan Pembelian |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 04 Feb 2022 05:46 |
| Last Modified: | 04 Feb 2022 05:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55349 |
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