URIP LOLA ARYANTO, URIP (2021) PENGARUH DESAIN PRODUK, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LAMPU MEREK SPECTRA (Studi Pada PT. Lelco Trindo Graha Nusantara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui mengetahui pengaruh desain produk, kualitas produk serta citra merek baik secara parsial maupun secara simultan terhadap keputusan pembelian lampu merek Spectra. Penelitian ini menggunakan metode survey dengan analisa kuantitatif. Pengumpulan data menggunakan kuesioner sebanyak 154 orang dari jumlah populasi. Metode analisis data yang digunakan adalah analisis statistik data deskriptif dan analisis jawaban responden. Metode analisis statistik dapat dipilih dan disesuaikan dengan tujuan penelitian, analisis data yang digunakan dalam penelitian ini adalah koefisien korelasi parsial dan koefisien regresi linier berganda. Teknik pengambilan sampel digunakan dengan metode purpose sampling . Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji realibilitas, koefisien korelasi parsial dan koefisien regresi linier berganda dengan menggunakan program SPSS v.25.0 for Windows. Secara parsial desain produk berpengaruh positif dan siginfikan terhadap keputusan pembelian, kualitas produk berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, dan citra merek berpengaruh positif dan sigifikan terhadap keputusan pembelian. Secara simultan, desain produk, kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian lampu merek Spectra di PT. Lelco Trindo Graha Nusantara. The purpose of this study was to determine the effect of product design, product quality and brand image either partially or simultaneously on the purchase decision of Spectra brand lamps. This study uses a survey method with quantitative analysis. Data collection using a questionnaire as many as 154 people from the total population. The data analysis method used is statistical analysis of descriptive data and analysis of respondents' answers. Statistical analysis methods can be selected and adapted to the research objectives, the data analysis used in this study is the partial correlation coefficient and multiple linear regression coefficient. The sampling technique used is the purpose sampling method. The data testing technique used in this research includes validity test, reliability test, partial correlation coefficient and multiple linear regression coefficient using SPSS v.25.0 for Windows program. Partially, product design has a positive and significant effect on purchasing decisions, product quality has a positive but not significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions. Simultaneously, product design, product quality and brand image have a positive and significant impact on purchasing decisions for Spectra brand lamps at PT. Lelco Trindo Graha Nusantara.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | URIP LOLA ARYANTO | ||||||||
| Date Deposited: | 13 Dec 2021 01:43 | ||||||||
| Last Modified: | 13 Dec 2021 01:43 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6196 |
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