PRAYOGA, DENDY KURNIAWAN (2021) PENGARUH CITRA MEREK, DESAIN PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU ADIDAS (STUDI PADA KOMUNITAS 3FOIL JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to determine the brand image, product quality and product design on purchasing decisions for adidas shoes. Respondents of this research are consumers who are interested in buying Adidas products. This research was conducted on 200 respondents using a quantitative approach. The analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that the t test of brand image, product quality, and product design have a positive and significant effect. Keywords: Brand Image, Product Quality, Product Design, Purchase Decision Penelitian ini untuk mengetahui citra merek, kualitas produk dan desain produk terhadap keputusan pembelian sepatu adidas. Responden penelitian ini adalah konsumen yang berminat membeli produk Adidas. Penelitian ini dilakukan terhadap 200 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t citra merek, kualitas produk, dan desain produk memiliki pengaruh positif dan signifikan. Kata kunci : Citra Merek, Kualitas Produk, Desain Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43116010260 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Desain Produk, 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 > 658.6 Quality Management/Manajemen Kualitas 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 13 Jun 2024 02:32 |
| Last Modified: | 13 Jun 2024 02:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55614 |
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