PENGARUH PROMOSI INSTAGRAM,NILAI PELANGGAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Pada Barang Bekas Jaket Hoodie Di Buaran Spezial)

Ramadhan, Gatot (2022) PENGARUH PROMOSI INSTAGRAM,NILAI PELANGGAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Pada Barang Bekas Jaket Hoodie Di Buaran Spezial). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui (1) Apakah berpengaruh promosi instagram terhadap keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial, (2) Apakah berpengaruh Nilai Pelanggan terhadap keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial, (3) Apakah berpengaruh Kualitas produk terhadap keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial, dan (4) Bagaimana pengaruh Promosi instagram, Nilai pelanggan dan Kualitas produk terhadap keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial. Penelitian ini menggunakan data primer dengan penyebaran kuesioner dan analisis jawaban responden. Populasi penelitian ini adalah masyarakat yang melakukan pembelian di Barang Bekas Jaket Hoodie di Buaran Spezial. Sampel dalam penelitian ini berjumlah 100 orang responden dengan menggunakan purposive sampling. Metode analisis yang digunakan adalah uji validitas, uji reliabilitas, analisis koefisien determinasi parsial dan berganda, serta pengujian hipotesis. Hasil penelitian menunjukkan secara parsial promosi instagram tidak berpengaruh signifikan dengan kontribusi sebesar 6,25% dalam mempengaruhi keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial. Secara parsial Nilai pelanggan berpengaruh signifikan dengan kontribusi sebesar 11,42% dalam mempengaruhi keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial. Secara parsial kualitas produk berpengaruh signifikan dengan kontribusi sebesar 17,22% dalam mempengaruhi keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial. Serta selanjutnya secara simultan promosi instagram, Nilai pelanggan dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian Barang Bekas Jaket Hoodie di Buaran Spezial dengan kontribusi sebesar 22,27%. This study aims to determine (1) Does Instagram promotion affect the purchasing decision of used Hoodie Jackets in Buaran Spezial, (2) Does it affect Customer Value on purchasing decisions of Used Hoodie Jacket in Buaran Spezial, (3) Does product quality affect the decision? Purchase of used hoodie jackets in Buaran Spezial, and (4) How do Instagram promotions, customer value and product quality affect the purchasing decisions of used hoodies at Buaran Spezial. This study uses primary data by distributing questionnaires and analyzing respondents' answers. The population of this research is people who make purchases at used goods for hoodie jackets in Buaran Spezial. The sample in this study amounted to 100 respondents using purposive sampling. The analytical method used is validity test, reliability test, partial and multiple determination coefficient analysis, and hypothesis testing. The results showed that partially Instagram promotion had no significant effect with a contribution of 6.25% in influencing the decision to purchase used Hoodie Jackets in Buaran Spezial. Partially, customer value has a significant effect with a contribution of 11.42% in influencing the decision to purchase used goods for hoodie jackets in Buaran Spezial. Partially, product quality has a significant effect with a contribution of 17.22% in influencing the decision to purchase used goods for hoodie jackets in Buaran Spezial. And then simultaneously promotion of Instagram, customer value and product quality have a significant effect on purchasing decisions for used hoodies at Buaran Spezial with a contribution of 22.27%.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorHusen, Irfan ArifNIDN0309128203irfanhusen@gmail.com
Uncontrolled Keywords: Promosi Instagram, Nilai Pelanggan, Kualitas Produk, dan Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: GATOT RAMADHAN
Date Deposited: 04 Jan 2022 02:52
Last Modified: 04 Jan 2022 02:52
URI: http://repository.stei.ac.id/id/eprint/6575

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