Malihatun, Siti (2021) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK RICE COOKER MIYAKO (Studi Kasus Di Carrefour Taman Mini. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui persepsi harga, kualitas produk dan citra merek terhadap keputusan pembelian konsumen pada produk Rice Cooker Miyako di Carrefour Taman Mini. Populasi dalam penelitian ini adalah Konsumen Pada Produk Rice Cooker Miyako di Carrefour Taman Mini. Pengambilan sampel menggunakan metode purposive sampling sebanyak 35 responden dengan cara menyebarkan kuesioner. Penelitian ini menggunakan perhitungan komputer dengan program SPSS (Statistical Program For Social Scienced) versi 26. Hasil pembahasan dapat disimpulkan bahwa: (1). Secara parsial persepsi harga berpengaruh signifikan terhadap keputusan pembelian Rice Cooker Miyako di Carrefour Taman Mini. (2). Secara parsial kualitas produk berpengaruh signifikan terhadap keputusan pembelian Rice Cooker Miyako di Carrefour Taman Mini. (3). Secara parsial citra merek berpengaruh signifikan terhadap keputusan pembelian Rice Cooker Miyako di Carrefour Taman Mini. (4). Secara simultan persepsi harga, kualitas produk, dan citra merek berpengaruh signifikan terhadap keputusan pembelian Rice Cooker Miyako di Carrefour Taman Mini. This study aims to determine the perception of price, product quality and brand image on consumer purchasing decisions on Miyako Rice Cooker products at Carrefour Taman Mini. The population in this study were consumers of Miyako's Rice Cooker Products at Carrefour Taman Mini. Sampling using purposive sampling method as many as 35 respondents by distributing questionnaires. This study uses computer calculations with SPSS (Statistical Program For Social Scienced) version 26. The results of the discussion can be concluded that: (1). Partially, price perception has a significant effect on purchasing decisions for Miyako Rice Cooker at Carrefour Taman Mini. (2). Partially, product quality has a significant effect on purchasing decisions for Miyako Rice Cooker at Carrefour Taman Mini. (3). Partially, brand image has a significant effect on purchasing decisions for Rice Cooker Miyako at Carrefour Taman Mini. (4). Simultaneously perceived price, product quality, and brand image have a significant effect on purchasing decisions for Miyako Rice Cooker at Carrefour Taman Mini.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SITI MALIHATUN | ||||||||
| Date Deposited: | 30 Nov 2021 04:20 | ||||||||
| Last Modified: | 03 Jul 2024 07:52 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6012 |
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