GULLIANDO, DIEGO (2019) PENGARUH KUALITAS PRODUK, IKLAN, DAN PERSEPSI HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK LAYANAN TELKOMSEL. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study is aimed to examine and analyze the effect of the marketing mix on consumer purchasing decisions for Telkomsel Service Products. This research tested with using 4 ( four ) variables as follows : product quality , advertising and perception price as independent variable and process of the purchase decision as dependent variable. The data used is the result of distributing questionnaires directly conducted in June 2019 to users of Telkomsel service products. A kind of samples of this study is representative where determination of the quantity of representative sample is depend on the number of indicators multiplied by 5 to 10 so that sample was obtained a total of 280 people. Data analysis techniques used multiple linear regression analysis with the help of SPSS 24.0 software. The results showed that there was a positive and significant influence on the Product, Price, and Promotion of purchasing decisions. The conclusion of this research is that the marketing mix strategy consisting of product quality, price, and promotion has a significant influence on the purchase decision of Telkomsel's service products. Thus it can be concluded that all independent variables in this study together (simultaneously) affect the Purchase Decision of Telkomsel Service products. Keywords: Product quality, dvertising, price perception , the process of the purchase decision Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh bauran pemasaran terhadap keputusan pembelian konsumen Produk Layanan Telkomsel. Penelitian ini diuji dengan menggunakan 4 (empat) variabel sebagai berikut : Kualitas Produk, Harga, dan Promosi sebagai variabel bebas dan keputusan pembelian sebagai variabel terikat. Data yang digunakan merupakan hasil dari penyebaran kuesioner secara langsung yang dilakukan pada bulan Juni 2019 kepada pengguna produk layanan Telkomsel. Jenis sampel pada penelitian ini adalah sampel representative dimana penentuan jumlah sampel yang representative adalah tergantung jumlah indikator dikali 5 sampai 10 sehingga didapatkan sampel berjumlah 280 orang. Teknik analisis data menggunakan analisis regresi linear berganda dengan bantuan perangkat lunak SPSS 24.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan terhadap Produk, Harga, dan Promosi terhadap keputusan pembelian. Kesimpulan dalam penelitian ini bahwa strategi marketing mix yang terdiri dari kualitas produk, harga, dan promosi mempunyai pengaruh signifikan terhadap keputusan pembelian produk layanan Telkomsel. Dengan demikian dapat disimpulkan bahwa semua variabel bebas dalam penelitian ini secara bersama- sama (simultan) berpengaruh terhadap Keputusan Pembelian produk Layanan Telkomsel. Kata kunci : Kualitas produk, iklan, persepsi harga, proses keputusan Pembelian
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-19-076 |
| Call Number: | T-51-MPS-19-008 |
| NIM/NIDN Creators: | 55117110071 |
| Uncontrolled Keywords: | product quality, advertising, price perception, the process of the purchase decision, kualitas produk, iklan, persepsi harga, proses keputusan pembelian. Manajemen Pemasaran (MPS) |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 15 Feb 2022 06:09 |
| Last Modified: | 18 Jun 2022 08:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56094 |
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