SARI, DESI INTAN (2021) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU VANS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to determine Brand Image, Product Quality and Price Perception on Purchase Decisions on Vans shoes. The object of this research is Vans shoes customers. This research was conducted on 180 customers. The sample used was Convenience Sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. This research proves that. Brand Image has a significant positive effect on Purchase Decisions, Product Quality has a significant positive effect on Purchase Decisions, Price Perception has a significant positive effect on Purchase Decisions. Keywords: Brand Image, Product Quality, Price Perception of Purchase Decision Penelitian ini untuk mengetahui Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Keputusan Pembelian pada sepatu Vans Objek penelitian ini adalah pelanggan sepatu Vans Penelitian ini dilakukan terhadap 180 pelanggan Sampel yang digunakan adalah Convinience Sampling. Metode pengumpulan data menggunakan survey, dengan instrument penelitian adalah kuisioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa.Citra Merek berpengaruh positif signifikan Terhadap Keputusan Pembelian, Kualitas Produk berpengaruh positif signifikan Terhadap Keputusan Pembelian, Persepsi Harga berpengaruh positif signifikan Terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Persepsi Harga Terhadap Keputusan Pembelian
Item Type: | Thesis (S1) |
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NIM/NIDN Creators: | 43117010304 |
Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Persepsi Harga Terhadap 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 02:31 |
Last Modified: | 11 Jul 2023 02:31 |
URI: | http://repository.mercubuana.ac.id/id/eprint/78962 |
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