SUPRIYONO, JOKO (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK POPOK DEWASA PAMPERINDO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of Brand Image, Product Quality, and Price on Purchase Decisions for Pamperindo Adult Diaper Products. The population in this study were all consumers who knew about Pamperindo's products in DKI Jakarta. The sample used in this study was 170 respondents. The sampling method used purposive sampling. The data collection method used a survey, with the instrument being a questionnaire. Data analysis method using Partial Last Square. This study proves that Brand Image has a significant and positive effect on purchasing decisions. Product quality has a significant and positive effect on purchasing decisions. Price has a significant and positive effect on purchasing decisions. Keywords: Brand Image, Product Quality, Price, Purchase Decision. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Produk Popok Dewasa Pamperindo. Populasi dalam penelitian ini adalah seluruh konsumen yang mengetahui produk Pamperindo di DKI Jakarta. Sampel yang digunakan dalam penelitian ini sebanyak 170 responden. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan survei, dengan instrumen adalah kuesioner. Metode analisis data menggunakan Partial Last Square. Penelitian ini membuktikan bahwa Citra Merek berpengaruh signifikan dan positif terhadap keputusan pembelian. Kualitas produk berpengaruh signifikan dan positif terhadap keputusan pembelian. Harga berpengaruh signifikan dan positif terhadap keputusan pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 235 |
| Call Number: | SE/31/23/319 |
| NIM/NIDN Creators: | 43116120389 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Harga, 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 19 Oct 2023 03:59 |
| Last Modified: | 19 Oct 2023 03:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81696 |
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