PENGARUH PERSEPSI HARGA, GAYA HIDUP, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN EMAS PUTIH DI TOKO EMAS JENEWA GROUP KEMBANGAN UTARA, JAKARTA BARAT

ACHBAR, HAMID (2015) PENGARUH PERSEPSI HARGA, GAYA HIDUP, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN EMAS PUTIH DI TOKO EMAS JENEWA GROUP KEMBANGAN UTARA, JAKARTA BARAT. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the effect of perceived price, lifestyle and reference groups on purchase decisions Geneva Group White Gold Shop at North Kembangan West Jakarta was taken as a case study. Both primary and secondary data were employed. Secondary data were gained from various sources such as journals, books and other related publications. Primary data were gathered using questionnaires which were distributed to the respondents. Using a convenience sampling technique, a total sample of 100 was abtained. The method of analysis used in this study were multiple linear regression. The results showed that lifestyle was found dominant variable to analyze the effect on purchase decisions white gold. Perceived price, lifestyle, and reference group had influence on purchase decisions simultaneously. Keywords: Perceptions of Price, Lifestyle, Reference Group, Purchase Decision, White Gold Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, gaya hidup dan kelompok referensi terhadap keputusan emas putih di Toko Emas Genewa Group di Kembangan Utara Jakarta Barat yang diambil sebagai studi kasus. Data yang dikumpulkan adalah data primer dan data sekunder.Kedua data primer dan sekunder. Data sekunder diperoleh dari berbagai sumber seperti jurnal, buku dan publikasi terkait lainnya. Data primer dikumpulkan dengan menggunakan kuesioner yang dibagikan kepada responden. Metode pengambilan sampel menggunakan teknik convenience sampling dengan jumlah sampel 100. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa Gaya hidup merupakan variabel yang dominan berpengaruh terhadap keputusan pembelian emas putih. persepsi harga, gaya hidup, dan kelompok referensi memiliki pengaruh terhadap keputusan pembelian secara bersamaan. Kata Kunci : Persepsi Harga, Gaya Hidup, Kelompok Referensi, Keputusan Pembelian, Emas Putih

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-15-194
Call Number:	TM/51/15/237
NIM/NIDN Creators:	55111120154
Uncontrolled Keywords:	Perceptions of Price, Lifestyle, Reference Group, Purchase Decision, White Gold, MPS, Manajemen Pemasaran
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:	Admin Perpus UMB
Date Deposited:	27 Feb 2015 13:02
Last Modified:	04 Jul 2022 06:10
URI:	http://repository.mercubuana.ac.id/id/eprint/7553

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