Surya, Lidya Chairinisa (2022) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN EKUITAS MERK TERHADAP KEPUTUSAN PEMBELIAN DCREPES. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Dcrepes telah menciptakan tren baru untuk pasar pada gagasan "menyenangkan dan dinamis" makanan. Meskipun keberhasilan kami menghasilkan banyak "produk copy", sampai hari ini tidak ada pesaing yang mempunyai kualitas & rasa yang sama. Dçrepes selalu menjaga kualitas mutu produk dan pelayanan serta mempertahankan eksistensi melalui merek dagangnya. Penelitian ini bertujuan untuk melihat pengaruh kualitas produk, kualitas pelayanan dan ekuitas merek terhadap keputusan pembelian produk Dcrepes di AEON JGC Metode yang digunakan adalah metode kuantitatif dengan desain cross sectional design dengan melibatkan 85 responden. Dalam penelitian ini populasinya adalah seluruh konsumen Dcrepes. Untuk menentukan responden yang akan dijadikan sampel, maka digunakan non probability sampling. Pendekatan secara accidental, metode penentuan sampel atas dasar kebetulan yaitu siapa saja yang kebetulan bertemu dengan peneliti bisa digunakan sebagai sampel, jika rasa orang yang kebetulan ditemui tersebut cocok digunakan sebagai sumber data. Analisis yang digunakan dalam penelitian ini adalah regresi berganda. Penelitian ini mengungkapkan hasil bahwa jumlah responden terbanyak dalam penelitian ini yaitu dengan rentang usia 30-35 tahun dengan penghasilan 3 juta sampai 5 juta rupiah. Hasil penelitian menunjukkan bahwa variabel (1) Kualitas Produk berpengaruh terhadap keputusan pembelian, (2) Kualitas pelayanan tidak berpengaruh terhadap keputusan pembelian, (3) Ekuitas merek berpengaruh terhadap keputusan pembelian. Kata kunci : Kualitas Produk, Kualitas Pelayanan, Ekuitas Merek dan Pembelian ABSTRACT Dcrepes has created a new trend for the market on the idea of "fun and dynamic" food. Despite our success in producing many "copy products", until today there is no competitor that has the same quality & taste. Dçrepes always maintains the quality of its products and services and maintains its existence through its trademark. This study aims to examine the effect of product quality, service quality and brand equity on purchasing decisions for Dcrepes products at AEON JGC The method used is a quantitative method with a cross sectional design involving 85 respondents. In this study the population is all consumers of Dcrepes. To determine the respondents to be sampled, non-probability sampling was used. The accidental approach, the method of determining the sample on the basis of chance, that is, anyone who happens to meet with the researcher can be used as a sample, if the feeling of the person who happened to be met is suitable as a data source. The analysis used in this study is multiple regression. This study revealed the results that the largest number of respondents in this study was with an age range of 30-35 years with an income of 3 million to 5 million rupiah. The results showed that the variables (1) Product Quality has an effect on purchasing decisions, (2) Service quality has no effect on purchasing decisions, (3) Brand equity has an effect on purchasing decisions. Keywords: Product Quality, Service Quality, Brand Equity and Purchase
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | LIDYA CHAIRINISA SURYA | ||||||||
| Date Deposited: | 25 Oct 2022 01:43 | ||||||||
| Last Modified: | 25 Oct 2022 01:43 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8720 |
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