OCTAVIAN, MOCHAMAD FIKRI (2021) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN IKLAN TERHADAP MINAT BELI KONSUMEN PADA PRODUK TEH BOTOL SOSRO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to identify the influence of Price Perception, Product Quality, and Advertisement on Consumer Buying Interest in Teh Botol Sosro product. The independent variables obtained from the preliminary survey results are price perception, product quality, and advertisement. While the dependent variable obtained is consumer buying interest. The population used in this study was the people who lived in the area of West Jakarta. The sample used in this study was 190 respondents. The sampling technique uses convenience sampling. By using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that price perception has a significant positive effect on consumer buying interest, product quality has a significant positive effect on consumer buying interest, and advertisement have a significant positive effect on consumer buying interest. Keywords: Price Perception, Product Quality, Advertisement, Consumer Buying Interest. Penelitian ini untuk mengetahui pengaruh Persepsi Harga, Kualitas Produk dan Iklan terhadap Minat Beli Konsumen pada Produk Teh Botol Sosro. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah persepsi harga, kualitas produk, dan iklan. Sedangkan variabel dependen yang didapatkan adalah minat beli. Populasi yang digunakan adalah penduduk di wilayah Jakarta Barat. Sampel yang digunakan dalam penelitian ini adalah sebanyak 190 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa persepsi harga berpengaruh positif signifikan terhadap minat beli konsumen, kualitas produk berpengaruh positif signifikan terhadap minat beli konsumen, serta iklan berpengaruh positif signifikan terhadap minat beli konsumen. Kata kunci : Persepsi Harga, Kualitas Produk, Iklan, Minat Beli Konsumen.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010153 |
| Uncontrolled Keywords: | Persepsi Harga, Kualitas Produk, Iklan, Minat Beli Konsumen. |
| 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 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: | 05 Aug 2023 06:25 |
| Last Modified: | 05 Aug 2023 06:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79990 |
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