Permatasari, Laras Diah Ayu (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Kartu Perdana Telkomsel Di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Tujuan yang akan dicapai dengan adanya penelitian ini adalah untuk menguji dan menganalisis pengaruh kualitas produk, persepsi harga dan promosi terhadap keputusan pembelian kartu perdana Telkomsel di Kota Semarang. Objek dalam penelitian ini adalah kartu perdana Telkomsel, serta variabel independen dalam penelitian ini yaitu kualitas produk, persepsi harga, promosi dan variabel dependen dalam penelitian ini yaitu keputusan pembelian. Penelitian ini menggunakan alat pengumpulan data berupa kuesioner. Sampel diambil sebanyak 100 responden yakni konsumen yang telah membeli sekaligus menggunakan Kartu Perdana Telkomsel. Penentuan sampel dengan teknik purposive sampling. Semua pertanyaan diukur dengan skala likert dengan 5 peringkat jawaban sangat setuju sampai sangat tidak setuju. Metode analisis data penelitian menggunakan regresi linier berganda. Data yang diolah menggunakan program SPSS 20. Berdasarkan Hasil penelitian ini dapat disimpulkan bahwa: kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian produk kartu perdana Telkomsel, persepsi harga berpengaruh positif dan signifikan7terhadap keputusan pembelian produk kartu perdana Telkomsel, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian produk5kartu perdana9Telkomsel. The purpose of this research is to test and analyze the effect of product quality, price perceptions and promotions on Telkomsel's initial card purchase decision in the city of Semarang. The object in this study is Telkomsel's starter card, and the independent variables in this study are product quality, price perception, promotion and the dependent variable in this study is the purchase decision. This study uses a data collection tool in the form of a questionnaire. Samples were taken as many as 100 respondents namely consumers who have purchased at the same time using the Telkomsel Prime Card. Determination of the sample by purposive sampling technique. All questions are measured on a Likert scale with 5 ranked answers, totally agree to strongly disagree. The method of analyzing research data uses multiple linear regression. Data processed using the SPSS 20 program. Based on the results of this study it can be concluded that: product quality has a positive and significant effect on purchasing decisions for Telkomsel starter pack products, price perceptions have a positive and significant effect on purchasing decisions for Telkomsel starter pack products, promotion has a positive and significant effect on the decision to purchase Telkomsel's starter pack .
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1589 NIM.16.05.51.0279 |
| Uncontrolled Keywords: | Kata kunci : Kualitas produk, Persepsi Harga, Promosi, Keputusan Pembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 22 Apr 2020 03:36 |
| Last Modified: | 22 Apr 2020 03:36 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6468 |
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