Sabilla, Tasya (2022) PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN TOKO KOPI TUKU JAKARTA). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Toko Kopi Tuku Jakarta). Penelitian ini menggunakan metode pendekatan kuantitatif. Populasi dari penelitian ini adalah konsumen Toko Kopi Tuku. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak 96 konsumen. Teknik pengumpulan data menggunakan kuisioner yang telah di uji validitas dan reliabilitasnya. Analisis yang digunakan adalah Analisis Regresi Linear Berganda menggunakan program SPSS versi 25.0. Hasil penelitian membuktikan bahwa (1) Harga berpengaruh terhadap Keputusan Pembelian pada konsumen Toko Kopi Tuku, (2) Kualitas Produk berpengaruh terhadap Keputusan pembelian pada konsumen Toko Kopi Tuku, (3) Promosi berpengaruh terhadap Keputusan Pembelian pada konsumen Toko Kopi Tuku. Kata Kunci: Harga, Kualitas Produk, Promosi, dan Keputusan Pembelian ABSTRACT This study aims to examine whether the effect of Price, Product Quality, and Promotion on Purchase Decisions (Case Study on Tuku Coffee Shop Consumers). This study uses a quantitative approach method. The population of this research is the consumers of the Tuku Coffee Shop. The sample was determined based on the purposive sampling method, with a total sample of 96 consumers. Data collection techniques using questionnaires that have been tested for validity and reliability. The analysis used is the Multiple Linear Regression using the SPSS Version 25.0 program. The results of the study prove that (1) Price affects purchasing decisions on consumers of Tuku Coffee Shops, (2) Product Quality affects purchasing decisions on consumers of Tuku Coffe Shops, (3) Promotions affect purchasing decisions on consumers of Tuku Coffee Shops. Keywords: Price, Product Quality, Promotion, and Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | TASYA SABILLA | ||||||||
| Date Deposited: | 23 Nov 2022 02:31 | ||||||||
| Last Modified: | 23 Nov 2022 02:31 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8865 |
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