ANALISIS KEPUTUSAN PEMBELIAN MELALUI FAKTOR-FAKTOR YANG MEMBENTUK PREFERENSI MEREK MIE SEDAAP (Studi Kasus pada Supermarket AEON JGC)

AYU OKTAVIANI, RISMA (2019) ANALISIS KEPUTUSAN PEMBELIAN MELALUI FAKTOR-FAKTOR YANG MEMBENTUK PREFERENSI MEREK MIE SEDAAP (Studi Kasus pada Supermarket AEON JGC). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

	Text (COVER + ABSTRAK) COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (6MB)
	Text (BAB 1) BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (219kB)
	Text (BAB 2) BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (414kB)
	Text (BAB 3) BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (405kB)
	Text (BAB 4) BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (401kB)
	Text (BAB 5) BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (174kB)

Abstract

ABSTRAK Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk, citra merek, dan promosi terhadap keputusan pembelian produk Mie Sedaap, dengan variabel bebas kualitas produk (X1), citra merek (X2) dan promosi (X3) terhadap keputusan pembelian (Y). Strategi penelitian yang digunakan adalah strategi asosiatif dengan menggunakan metoda survei. Populasi dalam penelitian ini adalah konsumen yang membeli produk Mie Sedaap di Supermarket AEON JGC, ukuran sampel yang ditetapkan 97 responden dengan teknik purposive sampling yaitu konsumen yang membeli Mie Sedaap minimal pembelian sebanyak 2 kali, dan berusia 17 tahun keatas. Metoda pengumpulan data berupa kuesioner yang diukur dengan skala Likert 4 point yaitu sangat setuju, setuju, tidak setuju, dan sangat tidak setuju. Penelitian ini menggunakan metoda analisis koefisien determinasi dan pengujian hipotesis secara parsial dan simultan. Berdasarkan perhitungan hasil statistik menggunakan SPSS 22.0. Diperoleh nilai KD parsial variabel kualitas produk sebesar 1,144%, variabel citra merek sebesar 10,562%, dan promosi sebesar 26,317%. Sedangkan KD berganda diperoleh sebesar 52%, dengan uji hipotesis parsial untuk variabel kualitas produk (X1) terhadap keputusan pembelian (Y) tidak berpengaruh positif dan signifikan > taraf nyata (5%), sedangkan variabel citra merek (X2) dan promosi (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y) < taraf nyata (5%). Kata Kunci : Kualitas Produk, Citra Merek, Promosi, Keputusan Pembelian ABSTRACT The purpose of this research is to know the effect of product quality, brand image, and promotion on purchasing decision’s product of Mie Sedaap, with an independent variable is product quality (X1), brand image (X2), and promotion (X3) on purchasing decision’s (Y).The strategy of this research is Associative Strategy using Survey Method. The population of this research is a consumer who bought the product of Mie Sedaap at Supermarket AEON JGC, the sample size was set by 97 respondents using the Purposive Sampling Technique is the consumers who bought Mie Sedap at least twice, and aged 17 years and above. The method of collecting data is using questionnaire that measured by a Likert Scale 4 point which are very agree, agree, do not agree and very not agree. The method of this research is Analysis of the coefficient of determination and hypothesis testing partially and simultaneously. Based on the calculations and statistical results using SPSS 22.0. The partial KD value of the variable product quality is obtained by 1.144%, the brand image variable is 10.562%, and the promotion is 26.317%. While multiple KD is obtained by 52%, with partial hypothesis testing for product quality variables (X1) on purchasing decisions (Y) does not have a positive and significant effect > real level (5%), while brand image variable (X2) and promotion (X3) positive and significant effect on purchasing decisions (Y) > real level (5%). Keywords : Product’s Quality, Brand’s Image, Promotion, Purchasing Decision

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Windu Suryono, Dwi Windu UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	29 Dec 2021 09:40
Last Modified:	29 Dec 2021 09:40
URI:	http://repository.stei.ac.id/id/eprint/6495

Actions (login required)

View Item