ARIFIN, ARIFIN (2017) ANALISIS PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ( Studi kasus pada produk pelicin pakaian merek So Klin Rapika oleh konsumen rumah tangga di kota Bekasi ). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the impact of product Quality, Distribution and Promotion on purchase decision (case study on Ironing aid products So Klin Rapika by the households consumer in the Bekasi). The population in this research is consumer households in the Bekasi city. The method used in this aims is sampling method. The population of this study were 547 387 households and sample numbered 120 consumers. Methods of collecting primary data in the form of a questionnaire using Likert scale. Testing the validity and reliability using the Pearson product moment test statistics and Cronbach Alpha. The method of analysis to answer the hypothesis using multiple linear regression. The results showed the quality of products, distribution and sale simultaneously positive and significant influence on purchasing decisions. Partially product quality positive and significant impact on purchasing decisions, the distribution has positive and significant impact on purchasing decisions and the promotional activities has significant and positive effect on purchasing decisions. Correlation between the highest dimensions of are the easy of getting a product on the variable distribution to the dimensions of recognition of the need on the dimensions of the purchase decision. Keywords: Product Quality, distribution, promotion, purchase decision, Rapika Ironing aid, Bekasi. i http://digilib.mercubuana.ac.id/ ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas produk, Distribusi dan Promosi terhadap keputusan pembelian produk (Studi kasus pada produk pelicin pakaian merek So Klin Rapika oleh konsumen rumah tangga di kota Bekasi. Populasi pada penelitian ini adalah konsumen rumah tangga di kota Bekasi. Metode yang digunakan adalah metode sampling. Jumlah populasi pada penelitian ini sebanyak 547.387 kepala keluarga dan sampel penelitian berjumlah 120 orang. Metode pengumpulan data primer berupa kuesioner dengan menggunakan skala Likert. Pengujian validitas dan reliabilitas menggunakan uji pearson product moment dan Cronbach Alpha. Metode analisis untuk menjawab hipotesis menggunakan regresi linier berganda. Hasil penelitian menunjukkan kualitas produk, distribusi dan promosi secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, distribusi berpengaruh positif dan signifikan terhadap keputusan pembelian dan kegiatan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Korelasi antar dimensi yang paling tinggi yaitu dimensi kemudahan mendapatkan produk pada variabel distribusi terhadap dimensi pengenalan kebutuhan pada dimensi keputusan pembelian. Kata kunci: Kualitas produk, Distribusi, Promosi, Keputusan pembelian, Pelicin pakaian Rapika, Kota Bekasi.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55114120093 |
| Uncontrolled Keywords: | Product Quality, distribution, promotion, purchase decision, Rapika Ironing aid, Bekasi.Kualitas produk, Distribusi, Promosi, Keputusan pembelian, Pelicin pakaian Rapika, Kota Bekasi. |
| 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: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 31 Mar 2022 05:50 |
| Last Modified: | 27 Mar 2023 02:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59162 |
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