Putra, Akbar Manggala (2022) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PROMOSI SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK AEROSTREET (Studi Kasus Pada Pembelian Sneakers Aerostreet). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk menguji atau menganalisis serta mengetahui pengaruh kualitas produk, persepsi harga dan promosi sosial media terhadap keputusan pembelian produk sneakers Aerostreet. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuatitatif, yang diukur menggunakan metode regresi linier berganda dengan SPSS versi 26.0. Populasi yang digunakan adalah seluruh konsumen yang tertarik dengan produk sneakers Aerostreet dengan tujuan membeli produk yang dijual Aerostreet yang dibeli melalui e-commerce dan toko/age,/reseller Aerostreet. Data yang digunakan dalam penelitian ini berupa data primer yang dimana teknik pengambilannya dengan menggunakan kuesioner melalui google form. Hasil yang didapat menunjukkan bahwa variabel kualitas produk dan promosi sosial media berpengaruh terhadap keputusan pembelian. Namun, dalam penelitian ini variabel persepsi harga tidak berpengaruh terhadap keputusan pembelian karena disebabkan faktor lain yang tidak dibahas pada penelitian. Hasil secara uji simultan variabel kualitas produk, persepsi harga dan promosi sosial media berpengaruh terhadap keputusan pembelian. This study aims to examine or analyze and determine the influence of product quality, price perception, and social media promotion on the purchasing decision of Aerostreet sneakers. This study uses associative research with a quantitative approach, which is measured using multiple linear regression with the help of SPSS version 26.0 program. The population used is all consumers who are interested in Aerostreet sneakers with the aim of buying Aerostreet products purchased through e-commerce and Aerostreet shops/age/resellers. The data used in this study is primary data where the technique of retrieval is using a questionnaire via google form. The results obtained indicate that the variables of product quality and social media promotion have an influence on purchasing decisions. However, in this study the price perception variable had no influence on purchasing decisions because it was caused by other factors that were not discussed in the study. The results of the simultaneous test of product quality variables, price perceptions and social media promotions have an influence on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | AKBAR MANGGALA PUTRA | ||||||||
| Date Deposited: | 29 Dec 2022 13:05 | ||||||||
| Last Modified: | 29 Dec 2022 13:05 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9207 |
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