YULINDA, ERDA (2021) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of product quality, price and promotion on decision purchases on instagram as the media. The population in this research are consumers who have bought products or goods from merchant who use instagram as the media. The sample used is 147 respondents. The sampling method uses purposive sampling. The methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partical Least Square. The results of this study indicate that product quality has a positive and significant effect on purchase decisions on instagram as the media. Price has a positive and significant effect on purchase decisions on instagram as the media. Promotion has a positive and significant effect on purchase decisions on instagram as the media. Keywords: Product Quality, Price, Promotion and Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga dan promosi terhadap keputusan pembelian pada media sosial instagram. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melakukan pembelian melalui media sosial instagram. Sampel yang dipergunakan adalah sebanyak 147 responden. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partical Least Square. Penelitian ini membuktikan bahwa kualitas produk bepengaruh positif dan signifikan terhadap keputusan pembelian pada media sosial instagram. Persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian pada media sosial instagram. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian pada media sosial instagram. Kata Kunci: Kualitas Produk, Persepsi Harga, Promosi dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010106 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Promosi dan 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 > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 11 Jul 2023 01:12 |
| Last Modified: | 11 Jul 2023 01:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78948 |
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