Dhendi, Saputra (2021) PENGARUH CITRA MEREK, KUALITAS, DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK HOMAIN ADVENTURE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan mengetahui seberapa besar pengaruh Citra Merek, Kualitas Produk dan Harga produk terhadap Keputusan Pembelian pada produk Homain. Strategi dalam penelitian ini yaitu strategi penelitian Assosiatif dengan pendekatan Deskriptif Kuantitatif. Metode penelitian menggunakan metode survey sampel. Pengolahan data menggunakan SPSS versi 25.0. Metode analisis data yang digunakan adalah Uji Validitas dan Uji Reliabilitas. Alat analisis statistik data mengunakan Koefisien Determinasi (R2) secara parsial dan simultan. Populasi sasaran dalam penelitian ini yaitu seluruh konsumen yang pernah mengunjungi dan membeli produk Outdoor Homain dengan sampel sebanyak 97 responden. Teknik pengambilan sampel menggunakan teknik Purposive Sampling. Hasil penelitian menyimpulkan (1) Citra Merek X1 secara parsial tidak berpengaruh signifikan terhadap Keputusan Pembelian (Y), (2) Kualitas Produk X2 secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (3) Harga Produk X3 secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (4) Citra Merek, Kualitas Produk dan Harga Produk secara simultan berpengaruh signifikan terhadap Keputusan Pembelian. This study aims to determine how much influence the Brand Image, Product Quality and Product Prices have on Purchasing Decisions on Homain products. The strategy in this study is an associative research strategy with a quantitative descriptive approach. The research method uses a sample survey method. Data processing using SPSS version 25.0. The data analysis method used is the validity test and reliability test. The statistical data analysis tool used the coefficient of determination (R2) partially and simultaneously. The target population in this study are all consumers who have visited and bought outdoor Homain products with a sample of 97 respondents. The sampling technique used purposive sampling technique. The results of the study conclude (1) X1 Brand Image partially has no significant effect on Purchasing Decisions (Y), (2) X2 Product Quality partially has a significant effect on Purchasing Decisions (Y), (3) X3 Product Prices partially have a significant effect on Decisions. Purchasing (Y), (4) Brand Image, Product Quality and Product Price simultaneously have a significant effect on Purchasing Decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Citra Merek, Kualitas, Harga Produk, Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr DHENDI SAPUTRA | ||||||||
| Date Deposited: | 15 Dec 2021 07:54 | ||||||||
| Last Modified: | 15 Dec 2021 07:54 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6268 |
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