Wicaksono, Panji (2021) ANALISIS PENGARUH ATLET ENDORSER, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN MEMBELI SEPATU FUTSAL SPECS (Studi Kasus Pada Warga Kec. Cakung Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB 1)
BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (192kB) |
|
Text (BAB 2)
BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (226kB) |
|
Text (BAB 3)
BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (254kB) |
|
Text (BAB 4)
BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (511kB) |
|
Text (BAB 5)
BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (171kB) |
Abstract
ABSTRAK Persaingan bisnis pada produk sepatu olahraga di Indonesia ini telah mengalami peningkatan, sejalan dengan pertumbuhan jumlah merek sepatu olahraga yang baru. Perusahaan harus menciptakan strategi pemasaran yang baru untuk mempertahankan dan meraih pangsa pasar yang lebih luas. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh atlet endorser, kualitas produk, dan harga terhadap keputusan membeli produk sepatu futsal Specs di kecamatan Cakung. Penelitian ini dilakukan menggunakan teknik pengambilan sampel Non Probability sampling jenis purposive yaitu teknik penentuan sampel dengan pertimbangan tertentu. Pertimbangan yang di pilih adalah pengguna sepatu futsal Specs yang telah melakukan keputusan membeli sebanyak 100 responden. Penelitian ini menggunakan analisis jalur. Data yang digunakan dalam penelitian ini berupa data primer dan sekunder. Teknik pengumpulan data menggunakan Kuesioner. Hasil penelitian membuktikan bahwa (1) Atlet Endorser berpengaruh langsung terhadap keputusan membeli sepatu futsal Specs; (2) Kualitas Produk berpengaruh langsung terhadap keputusan membeli sepatu futsal Specs; dan (3) Harga berpengaruh langsung terhadap keputusan membeli sepatu futsal Specs. Kata Kunci: Atlet Endorser, Kualitas Produk, Harga, dan Keputusan Pembelian ABSTRACT Business competition in sports shoe products in Indonesia has increased, in line with growth in the number of new sports shoe brands. Companies must create new marketing strategies to maintain and gain the wider market share. The purpose of this study was to determine the effect of endorser athletes, product quality, and price on the buying decision of Specs futsal shoes in Cakung district. This research was conducted using purposive Non Probability sampling technique with certain considerations. The consideration that was chose was the users of the Specs futsal shoes who had made a buying decision as many as 100 respondents. This study uses path analysis. The data used in this study are primary and secondary data. Data collection techniques using a questionnaire. The results of the study prove that (1) Endorser Athletes have a dircet effect on the decision to buy Specs futsal shoes; (2) Produk Quality has a direct effect on the buying decision of Specs futsal shoes; (3) Price has a direct effect on the decision to buy Specs futsal shoes. Keywords: Endorser Athletes, Product Quality, Prices, and Purchasing Decisions
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Akuntansi | ||||||||
| Depositing User: | Mr PANJI WICAKSONO | ||||||||
| Date Deposited: | 09 Nov 2021 09:16 | ||||||||
| Last Modified: | 09 Nov 2021 09:16 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5787 |
Actions (login required)
 |
View Item |
