Pratiwi, Nadya Risma (2020) PENGARUH, KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studipada PelangganToko Hijab Nadya Collection di Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini memiliki tujuan yaitu menunjukan tentang pengaruh kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian pada pelanggan toko hijab nadya collection di semarang. toko hijab nadya setiap bulan mengalami naik turun pada penjualan, Merek yang paling meningkat pesat ialah produk merek pasmina sabiyan dan paling menurun ialah produk merek segiempat saudia. Semua ini bisa dilihat dengan cara metode pengambilan sample, sampel penyebaran kuesioner 100 responden. Setelah itu melakukan penyebaran kuesioner secara langsung dengan pelanggan toko hijab nadya collection di semarang. penyebaran kuesioner ada beberapa kriteria, yaitu : pelanggan Toko Hijab Nadya Collection di Semarang dan Pelanggan yang sudah berusia mencapai 17 tahun karena sudah nilai sudah bisa menggambil keputusan sendiri. Setelah data kuesioner tersebut dianalisis dengan menggunakan SPSS versi 23. Rumus untuk mengolah data antara lain melalui :Yuji validitas,Yuji reliabilitas, koefisiensi determinasi (R2),Yuji F, AAnalisis regresi linier berganda,Uuji t. Hasil penelitian ini variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel citra merek berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian, variabel persepsi harga berpengaruh positif dan signifkan terhadap keputusan pembelian This study has the aim of showing the effect of product quality, brand image and price perception on purchasing decisions on customers of Hijab nadya collection stores in Semarang. hijab nadya store every month has ups and downs in sales, the most rapidly increasing brand is pasmina sabiyan brand products and the most declining is quadrilateral brand product brands. All this can be seen by the method of sampling, sample distribution of questionnaires to 100 respondents. After that, distributing questionnaires directly with customers of the Hijab Nadya collection store in Semarang. the distribution of questionnaires there are several criteria, namely: customers of the Hijab Nadya Collection Store in Semarang and customers who have reached the age of 17 because the value is already able to make their own decisions. After the questionnaire data were analyzed using SPSS version 23. Formulas for processing data include through: Yuji validity, Yuji reliability, coefficient of determination (R2), Yuji F, AA Multiple linear regression analysis, Uuji t. The results of this study product quality variables have a positive and significant effect on purchasing decisions, brand image variables have a positive but not significant effect on purchasing decisions, the price perception variable has a positive and significant effect on purchasing decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1558 NIM.16.05.51.0202 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Persepsi Harga dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | F Fahmi |
| Date Deposited: | 12 May 2020 04:15 |
| Last Modified: | 12 May 2020 04:15 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6761 |
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