HUBUNGAN CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK OUTDOOR MEREK BIGADVENTURE (Studi pada komunitas Big Family di Jabodetabek)

Fadli Nugroho, Rafidan (2021) HUBUNGAN CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK OUTDOOR MEREK BIGADVENTURE (Studi pada komunitas Big Family di Jabodetabek). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian produk outdoor merek Bigadventure (Studi pada komunitas Big Family di Jabodetabek). Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur skala likert. Metoda pengambilan sampel menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 96 responden. Strategi yang digunakan dalam penelitian ini adalah strategi kuantitatif yang diukur dengan perhitungan koefisien korelasi (parsial dan simultan) serta analisis data yang digunakan adalah analisis jalur (Path Analysis) program SPSS versi 23. Data yang digunakan dalam penelitian ini berupa data primer yang dikumpulkan dengan metode penyebaran kuesioner menggunakan Google form. Hasil penelitian membuktikan bahwa secara parsial (1) Citra merek berpengaruh terhadap Keputusan Pembelian, (2) Kualitas produk tidak berpengaruh terhadap Keputusan Pembelian, (3) Citra merek berpengaruh terhadap harga, (4) Kualitas produk berpengaruh terhadap harga, (5) Harga berpengaruh terhadap Keputusan Pembelian. (6) Diantara variabel citra merek, kualitas produk dan harga variabel yang berpengaruh paling dominan terhadap keputusan pembelian produk merek Bigadventure adalah variabel harga. Hasil penelitian membuktikan bahwa secara simultan citra merek, kualitas produk, dan harga bersama-sama berpengaruh terhadap Keputusan Pembelian. Secara tidak langsung variabel Citra Merek berpengaruh terhadap Keputusan Pembelian melalui Harga sebagai variabel perentara. Secara tidak langsung variabel Kualitas Produk tidak berpengaruh terhadap Keputusan Pembelian melalui Harga sebagai variabel perantara. Kata Kunci: Keputusan Pembelian, Citra Merek, Kualitas Produk, Harga This study aims to determine how much influence the brand image, product quality, and price have on purchasing decisions for Bigadventure brand outdoor products (Study on the Big Family community in Jabodetabek). The method used is a method of data collection using a questionnaire measured by a Likert scale. The sampling method used was purposive sampling technique with a sample size of 96 respondents. The strategy used in this research is a quantitative strategy which is measured by calculating the correlation coefficient (partial and simultaneous) and the data analysis used is the path analysis of the SPSS program version 23. The data used in this study are primary data collected by the method. distributing questionnaires using Google form. The results of the research prove that partially (1) brand image affects the purchase decision, (2) product quality does not affect the purchase decision, (3) brand image affects the price, (4) product quality affects the price, (5) price affects against Purchasing Decisions. (6) Among the variables of brand image, product quality and price, the variable that has the most dominant influence on purchasing decisions for Bigadventure brand products is the price variable. The results of the research prove that simultaneously brand image, product quality, and price together have an effect on purchasing decisions. Indirectly, the Brand Image variable has an effect on Purchasing Decisions through price as a proxy variable. Indirectly, the product quality variable has no effect on purchasing decisions through price as an intermediary variable. Keywords: Purchase Decision, Brand Image, Product Quality, Price

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorAnhar, Muhammad0019095901m.anhar@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 2032 not found.
Date Deposited: 22 Mar 2021 14:41
Last Modified: 22 Mar 2021 14:41
URI: http://repository.stei.ac.id/id/eprint/4133

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