RAHAYU, CINDY SEKAR FUJI (2023) PENGARUH HARGA, KUALITAS PRODUK, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MEBEL PADA PD MALIK BUDI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas produk dan desain produk terhadap keputusan pembelian pada PD Malik Budi. Populasi dalam penelitian ini adalah konsumen yang pernah melalukan pembelian di PD Malik Budi. Jumlah sampel yang digunakan sebanyak 100 responden, dihitung berdasarkan rumus Rao Purba. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian menggunakan kuesioner. Metode analisis data dalam penelitian ini menggunakan software statistik IBM SPSS (Statistical Program Social Scientist) versi 25. Hasil penelitian ini menunjukkan bahwa variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh dan signifikan terhadap keputusan pembelian, dan desain produk berpengaruh dan signifikan terhadap keputusan pembelian. Kata Kunci : Harga, Kualitas Produk, Desain Produk, Keputusan Pembelian ABSTRACT This study aims to analyze the effect of price, product quality and product design on purchasing decisions at PD Malik Budi. The population in this study are consumers who have made purchases at PD Malik Budi. The number of samples used was 100 respondents, calculated based on the Rao Purba formula. Sampling method using purposive sampling. Methods of data collection using survey methods, with research instruments using questionnaires. The data analysis method in this study used statistical software IBM SPSS (Statistical Program Social Scientist) version 25. The results of this study indicate that the price variable has a positive and significant effect on purchasing decisions, product quality has a significant and significant effect on purchasing decisions, and product design has a significant and significant effect on purchasing decisions. Keywords: Price, Product Quality, Product Design, Purchase Decision
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 23 054 |
| NIM/NIDN Creators: | 43119210124 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Desain Produk, Keputusan Pembelian |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 25 May 2023 08:13 |
| Last Modified: | 25 May 2023 08:13 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77686 |
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