SARI, ELEN NOVIA (2022) PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh hargan, kualitas produk,dan kualitas pelayanan terhadap keputusan pembelian konsumendi Tokopedia. Populasi dalam penelitian ini adalah konsumen pernah berbelanjadi Tokopedia, yang jumlahnya tidak diketahui. Sampel yang dipergunakan adalah sebanyak 100 konsumen, dihitung berdasarkan rumus Djarwanto dan pangestu subagyo. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis kuantitatif dengan menggunakan alat analisis statistik spss versi 26. Penelitian ini membuktikan bahwa hargaberpengaruh positif signifikanterhadap keputusan pembelian. kualitasprodukberpengaruh positif signifikanterhadap keputusan pembelian. Kualitas pelayananberpengaruh positifdan tidaksignifikan berpengaruh terhadap keputusan pembelian.Kata Kunci: Harga, Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian This research aims to analyze the effect of price, product quality, and quality of service on consumer purchasing decisions on Tokopedia. The population in this study was consumers who had shopped on Tokopedia, the number of which is unknown. The sample used is as many as 100 consumers, calculated based on the formula Djarwanto and pangestu subagyo. The sample withdrawal method uses purposive sampling. The data collection method uses survey methods, with research instruments being questionnaires. Quantitative analysis method using spss statistical analysis tool version 26. This research proves that price has a significant positive effect on purchasing decisions. Product quality has a significant positive effect on purchasing decisions. The quality of service has a positive and insignificant effect on purchasing decisions.Keywords: Price, Product Quality, Quality of Service, Purchasing Decisions
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 22 039 |
| NIM/NIDN Creators: | 43118210029 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Kualitas Pelayanan, KeputusanPembelian |
| 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: | 07 Oct 2022 02:48 |
| Last Modified: | 07 Oct 2022 02:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70098 |
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