Eko P, Alvian July (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU ADIDAS (Studi pada Masyarakat yang Berada di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian iini idilatarbelakangi ioleh ikritisnya ipemikiran ikonsumen iterhadap isuatu iproduk isepatu iolahraga. iDalam ihal iini iAdidas iyang imerupakan isalah isatu iperusahaan iperlengkapan iolahraga iterkenal idi idunia imembuktikan ibahwa ipantas iuntuk imendapatkan irasa ikepercayaan idari ikonsumen. iPenelelitian iyang idilakukan ipenulis ibertujuan iuntuk imenganalisis iserta imengetahui ihasil idari ivariabel ikualits iproduk, icitra imerek idan ipersepsi iharga iterhadap ikeputusan ipembelian ipada iSepatu iAdidas idi iKota iSemarang. iDengan ipenelitian ibersifat ikuantitatif iyang imenggunakan idata iprimer idan isekunder. Populasi idalam ipenelitian iini iyaitu imasyarakat iKota iSemarang iyang imelakukan ipembelian iterhadap iSepatu iAdidas. iSampel iyang idigunakan ipenulis imenggunakanimetode ipurposive isampling. iDalam ipengambilan idata ipenulis imenggunakan ikuesioner iyang idisebarkan ikepada iresponden iyang ipernah imelakukan ipembelian iSepatu iAdidas idi iKota iSemarang idengan icara idatang isaat iacara icar ifreeday, idan idi ilapangan-lapangan iolahraga idi iKota iSemarang. iSampel iyang idiperoleh iberjumlah i100 iresponden iyang idi iolah imenggunakaniteknik iuji ivaliditas, iuji irealibitas, ianalisis iregresi ilinier iberganda, iuji iF, iuji ikoefisien ideterminasi idan iuji it. Hasil penelitian ini menunjukkan bahwa: kualita produk berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. This iresearch iis imotivated iby ithe icritical ithinking iof iconsumers iof ia isports ishoe iproduct. iIn ithis icase, iAdidas, iwhich iis ione iof ithe iworld-famous isports iequipment icompanies, iproves ithat iit iis iappropriate ito iget ia isense iof itrust ifrom iconsumers. iResearch iconducted iby ithe iauthor iaims ito ianalyze iand ifind iout ithe iresults iof iproduct iquality ivariables, ibrand iimage iand iprice iperceptions iof ipurchasing idecisions ion iAdidas iShoes iin iSemarang iCity. iWith iquantitative iresearch ithat iuses iprimary iand isecondary idata. The ipopulation iin ithis istudy iis ithe ipeople iof iSemarang iCity iwho imake ipurchases iof iAdidas iShoes. iThe isample iused iby ithe iauthor iuses ipurposive isampling imethod. iIn itaking ithe idata ithe iauthors iused ia iquestionnaire idistributed ito irespondents iwho ihad ipurchased iAdidas iShoes iin iSemarang iby iarriving iat ia icar ifreeday ievent, iand iin isports ifields iin ithe icity iof iSemarang. iSamples iobtained iwere i100 irespondents iwho iwere iprocessed iusing ivalidity itest itechniques, ireliability itesting, imultiple ilinear iregression ianalysis, iF itest, icoefficient iof idetermination itest iand it itest. The result of this study indicate that: product quality has a positive and significant effect on purchasing decisions, brand image has a positive and not significant effect on purchasing decisions, price perceptionts have a positive and significant effect on purchasing decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1633 NIM.15.05.51.0298 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Persepsi Harga, 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: | 13 May 2020 04:46 |
| Last Modified: | 13 May 2020 04:46 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6789 |
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