ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK, BINTANG IKLAN TERHADAP MINAT BELI KONSUMEN SEPATU OLAHRAGA NIKE (Studi Pada Toko Nike Di Lippo Mall Puri)

JHONATAN, RUDI (2022) ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK, BINTANG IKLAN TERHADAP MINAT BELI KONSUMEN SEPATU OLAHRAGA NIKE (Studi Pada Toko Nike Di Lippo Mall Puri). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of Product Quality, Brand Image and Advertising Bintan on Consumer Purchase Interest of Nike Sports Shoes (Study At Nike Store In Lippo Mall Puri). The population in this study are consumers of Nike sports shoes products in the West Jakarta area. The sample in this study was 110 respondents using a quantitative approach. The sampling technique of this research used purposive sampling technique. Data collection using instruments in the form of questionnaires and data analysis used is multiple linear regression analysis with statistical software tools SPSS version 25. The results of the study state that the variables of Brand Image and Advertising Stars have a positive and significant effect on Consumer Buying Interest, while the Product Quality variable does not. influence on Consumer Buying Interest. Keywords: Product Quality, Brand Image, Advertising Stars, Buying Interest Penelitian ini bertujuan untuk menguji pengaruh Kualitas Produk, Citra Merek dan Bintan Iklan terhadap Minat Beli Konsumen Sepatu Olahraga Nike (Studi Pada Toko Nike Di Lippo Mall Puri). Populasi dalam penelitian ini adalah konsumen produk sepatu olahraga nike yang ada di daerah Jakarta Barat. Sampel dalam penelitian ini sebanyak 110 responden dengan menggunakan pendekatan kuantitatif. Teknik pengambilan sampel penelitian ini menggunakan teknik purposive sampling. Pengumpulan data menggunakan instrument berupa kuesioner dan analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS versi 25. Hasil penelitian menyatakan bahwa variabel variabel Citra Merek dan Bintang Iklan berpengaruh positif dan signifikan terhadap Minat Beli Konsumen, sedangkan variabel Kualitas Produk tidak berpengaruh terhadap Minat Beli Konsumen. Kata kunci: Kualitas Produk, Citra Merek, Bintang Iklan, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 186
NIM/NIDN Creators: 43118010396
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Bintang Iklan, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 24 Oct 2022 05:16
Last Modified: 24 Oct 2022 08:18
URI: http://repository.mercubuana.ac.id/id/eprint/70841

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