PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU VENTELA (Studi Pada Pengguna Sepatu Ventela di Jakarta Barat)

HIDAYAT, MARISKA AMELIA (2024) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU VENTELA (Studi Pada Pengguna Sepatu Ventela di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
01 Cover.pdf
Download (365kB) | Preview
[img]
Preview
 Text (ABSTRAK)
02 Abstrak.pdf
Download (151kB) | Preview
[img] Text (BAB I)
03 Bab 1.pdf
Restricted to Registered users only
Download (311kB)
[img] Text (BAB II)
04 Bab 2.pdf
Restricted to Registered users only
Download (232kB)
[img] Text (BAB III)
05 Bab 3.pdf
Restricted to Registered users only
Download (243kB)
[img] Text (BAB IV)
06 Bab 4.pdf
Restricted to Registered users only
Download (524kB)
[img] Text (BAB V)
07 Bab 5.pdf
Restricted to Registered users only
Download (108kB)
[img] Text (DAFTAR PUSTAKA)
08 Daftar Pustaka.pdf
Restricted to Registered users only
Download (226kB)
[img] Text (LAMPIRAN)
09 Lampiran.pdf
Restricted to Registered users only
Download (429kB)

Abstract

This study aims to determine the effect of brand, price and product quality on purchasing decisions for ventela shoes. The population in this study were Mercubuana Meruya University students who had purchased ventela shoe products. The samples used were students who were active at Mercu Buana Meruya University, students aged 15-45 years, and students who had purchased ventela shoe products. Selection of the sample using purposive sampling method. The data collection method uses a survey method, with the research instrument being a questionnaire. Methods of data analysis using Partial Least Square. (PLS 4.0). The design of this research is causal research with data analysis method using PLS SEM. The results of this research show that Brand Image has a positive and significant effect on Purchase Decisions. Price has a positive and significant effect on purchase decisions. Product quality has a positive and significant effect on Purchase Decisions. Keywords: Brand Image, Price, Product Quality, Purchase Decision. Penelitian ini bertujuan untuk mengetahui pengaruh merek, harga dan kualitas produk terhadap keputusan pembelian produk sepatu ventela. Populasi dalam penelitian ini konsumen yang sudah melakukan pembelian produk sepatu ventela di wilayah Jakarta Barat. Sampel penelitian yang digunakan sebanyak 145 orang dengan menggunakan teknik metode Purposive Sampling. Pendekatan yang dilakukan dalam penelitian ini adalah pendekatan kuantitatif. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. (PLS 4.0). Desain penelitian ini adalah penelitian kausal dengan metode analisis data menggunakan PLS SEM. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 249
Call Number: SE/31/24/187
NIM/NIDN Creators: 43120010174
Uncontrolled Keywords: Citra Merek, Harga, Kualitas Produk, 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 > 658.3 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
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: khalimah
Date Deposited: 06 Aug 2024 08:23
Last Modified: 06 Aug 2024 08:23
URI: http://repository.mercubuana.ac.id/id/eprint/90052

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.