SUGANDI, SUGANDI (2017) MENDORONG MINAT BELI KONSUMEN KEMEJA MEREK THE EXECUTIVE MELALUI PENINGKATAN KUALITAS PRODUK, CITRA MEREK, DAN HARGA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui faktor faktor yang mempengaruhi minat beli konsumen kemeja the executive objek penelitian ini adalah konsumen yang membeli kemeja merek the executive yang berlokasi di Jakarta Barat. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan kuantitatif asosiatif. Analisis data yang digunakan adalah uji regresi linier berganda. Hasil penelitian menunjukan secara persial bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat pembelian. kualitas citra merek berpengaruh positif dan signifikan terhadap minat pembelian, dan harga berpengaruh positif dan signifikan terhadap minat pembelian. Secara simultan kualitas produk, citra merek, harga secara bersama sama berpengaruh sebesar 28,6%.This research aims to know the factors that affect the interest of the consumer to buy the shirt the executive object of research is the consumer who buys the brand shirts executive located in West Jakarta. This research was conducted towards the 100 respondents using a quantitative approach is associative. The data analysis used wasmultiple linear regression test. Results of the study showed that the quality of the product in the influential persial positively and significantly to the buying interest. the quality of the brand image of the positive and significant effect against the interestof the purchase, and the price is a positive and significant effect against the interest of the purchase. Simultaneous product quality, brand image, price together same effect of 28.6%.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 17 563 |
| NIM/NIDN Creators: | 43113010034 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Harga, Minat Pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAJLA |
| Date Deposited: | 13 Mar 2024 01:17 |
| Last Modified: | 13 Mar 2024 01:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87019 |
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