PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG (STUDI PADA MCDONALD'S JABODETABEK)

NURKHALIZAH, SITI (2024) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG (STUDI PADA MCDONALD'S JABODETABEK). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the effect Brand Image, Product Quality, and Service Quality on Repurchase Intention (Study at McDonald's Jabodetabek). from this research variables Independent consists Brand Image, Product Quality, and Service Quality and variables They depend Repurchase Interest. The population in this study were those who had purchased McDonald's products in Jabodetabek with a sample size of 135 respondents. The sample research method uses Purposive Sampling Technique. The data collection method uses a pre-survey, with the research instrument being a questionnaire. The data analysis research method uses SPSS and PLS. The research results show that brand image does not have a significant effect on repurchase interest, product quality and service quality have a positive and significant effect on repurchase interest Keywords: Brand Image, Product Quality, Service Quality Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Kualitas Produk, dan Kualitas Pelayanan terhadap Minat Beli Ulang (Studi Pada McDonald’s Jabodetabek). dari penelitian ini variabel Independen terdiri Brand Image, Kualitas Produk, dan Kualitas Pelayanan dan variabel Dependennya Minat Beli Ulang. Populasi dalam penelitian ini adalah yang sudah pernah membeli produk McDonald’s di Jabodetabek dengan jumlah sampel yang dipergunakan sebanyak 135 responden. Metode penelitian sampel menggunakan Teknik Purposive Sampling. Dengan Metode pengumpulan data menggunakan Pra-survei, dengan instrument penelitian adalah kuisoner. Metode penelitian analisis data menggunakan SPSS dan PLS. Hasil penelitian menunjukan bahwa brand image tidak berpengaruh signifikan terhadap minat beli ulang, kualitas produk serta kualitas pelayanan berpengaruh positif dan signifikan terhadap minat beli ulang. Kata Kunci: Brand Image, Kualitas Produk, Kualitas Pelayanan

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 109
Call Number:	SE/31/24/088
NIM/NIDN Creators:	43120010346
Uncontrolled Keywords:	Brand Image, Kualitas Produk, Kualitas Pelayanan
Subjects:	200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 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 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	20 Apr 2024 02:18
Last Modified:	20 Apr 2024 02:18
URI:	http://repository.mercubuana.ac.id/id/eprint/88052

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