PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PIZZA HUT CABANG HYPERMART CILEDUG)

ISNANDAR, ADINDA TRIA (2024) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PIZZA HUT CABANG HYPERMART CILEDUG). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to test and analyze the influence of product quality, service quality and brand image on pizza purchasing decisions (Case Study of Pizza Hut Hypermart Ciledug Branch). This research uses Structural Equation Modeling (SEM) data analysis techniques with Partial Least Square (PLS) data processing. The population in this study were all people who had consumed and visited the Pizza Hut Hypermart Ciledug branch. The sample used was 110 respondents, calculated based on the Hair formula. The sampling method uses non-probability sampling. The data collection method uses a survey method, with the research instruments being offline and online questionnaires. The results of this research show that product quality has a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on Pizza Hut purchasing decisions. Keywords: Product Quality, Service Quality, Brand Image, Purchase Decision. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, kualitas pelayanan, dan citra merek terhadap keputusan pembelian (Studi Pada Pizza Hut Cabang Hypermart Ciledug). Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dengan pengolahan data Partial Least Square (PLS). Populasi dalam penelitian ini adalah seluruh masyarakat yang pernah mengkonsumsi dan berkunjung ke Pizza Hut cabang Hypermart Ciledug. Sampel yang dipergunakan adalah sebanyak 110 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan non probability sampling. Metode pengumpulan data menggunakan metode survei, dengan instrument penelitian adalah kuesioner offline dan online. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian Pizza Hut. Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Citra Merek, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 230
Call Number: SE/31/24/174
NIM/NIDN Creators: 43119010264
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, Citra Merek, 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 > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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 > 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: khalimah
Date Deposited: 22 Jul 2024 03:54
Last Modified: 22 Jul 2024 03:54
URI: http://repository.mercubuana.ac.id/id/eprint/89705

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