Setyani, Anggita Dian (2019) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK ADIDAS (Studi di Toko Original Sportcenter Cabang Medoho Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini untuk menganalisis pengaruh kualitas produk, citra merek, dan persepsi harga terhadap keputusan pembelian sepatu merek Adidas. Penelitian ini dilakukan terhadap konsumen Toko Original Sportcenter Cabang Medoho Semarang. Populasi dalam penelitian ini adalah semua konsumen Toko Original Sportcenter Cabang Medoho Semarang dengan responden sebanyak 100 konsumen yang ditetapkan menggunakan purposive sampling. Untuk mendapatkan data primer menggunakan kuisioner dan data sekunder diperoleh dengan menggunakan studi pustaka. Data primer diolah dengan menggunakan SPSS versi 22 dengan hasil sebagai berikut. Berdasarkan pada uji instrumen penelitian bahwa semua indikator dinyatakan valid dan semua variabel dinyatakan reliabel. Berdasarkan uji t dan koefisien regresi menunujukkan, bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek tidak berpengaruh terhadap keputusan pembelian dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu merek Adidas di Toko Original Sportcenter Cabang Medoho Semarang. This research is to analyze the effect of product quality, brand image, and price perception on the purchasing decision of Adidas brand shoes. This research was conducted on consumers of the Original Sportcenter Toko Medoho Semarang Branch. The population in this study were all consumers of the Original Sportcenter Toko Medoho Branch Semarang with 100 respondents who were assigned using purposive sampling. To get primary data using questionnaires and secondary data obtained using literature study. Primary data were processed using SPSS version 22 with the following results. Based on the research instrument test that all indicators are declared valid and all variables are declared reliable. Based on the t test and the regression coefficient shows, that product quality has a positive and significant effect on purchasing decisions, brand image has no effect on purchasing decisions and price perceptions have a positive and significant effect on purchasing decisions for Adidas brand shoes at the Original Sportcenter Shop Medoho Semarang Branch.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1562 NIM.16.05.51.0190 |
| 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: | 14 May 2020 03:35 |
| Last Modified: | 14 May 2020 03:35 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6792 |
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