Shidqi, Muhammad Reval (2019) Pengaruh Kualitas Produk, Harga dan Citra Merek terhadap Keputusan Pembelian (Survei pada Konsumen Uniqlo di kota Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Pada era globalisasi persaingan di dunia bisnis semakin kompetitif. Kini setiap perusahaan berlomba-lomba mencari strategi yang paling tepat, agar perusahaan mereka mampu bersaing dengan kompetitor. Banyaknya Brand Fashion global yang mulai membuka gerainya di Indonesia membuat persaingan semakin kompetitif. Ketika suatu perusahaan hendak bersaing di pasar, mereka akan mengedepankan beberapa aspek agar dapat mengungguli pesaingnya. Hal-hal yang perlu dikedepankan tersebut diantaranya adalah Kualitas Produk, Harga, membangun Citra Merek yang baik. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh dari Kualitas Produk (X1), Harga (X2) dan Citra Merek (X3) terhadap Keputusan Pembelian (Y). Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif, serta menggunakan metode survei. Sampel yang didapat dalam penelitian ini adalah sebanyak 97 orang responden, dengan teknik pengambilan sampel yang digunakan yaitu purposive sampling. Metode analisis yang digunakan adalah analisis statistik deskriptif dan analisis linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Kualitas Produk, Harga dan Citra Merek berpengaruh signifikan secara simultan terhadap variabel Keputusan Pembelian. Variabel Kualitas Produk, Harga dan Citra Merek berpengaruh signifikan secara parsial terhadap variabel Keputusan Pembelian. Variabel Citra Merek merupakan variabel yang memiliki pengaruh paling dominan terhadap variabel Keputusan Pembelian.
English Abstract
In the era of globalization competition in the business world is increasingly competitive. Nowadays every company is competing to find the most appropriate strategy, so that their company is able to compete with competitors. The large number of global fashion brand that began opening outlets in Indonesia made competition became more competitive. When a company want to compete in the market, they will put forward several aspects in order to outperform their competitors. Some of the things that need to be put forward among others are Product Quality, Price and building strong Brand Image. The purposes of this research is to find out and explain the influence of Product Quality (X1), Price (X2) and Brand Image (X3) on Purchase Decisions (Y). The type of this research is explanatory research with quantitative approach and used offline survey as the research method. The sample used in this study were 97 respondents, with purposive sampling used as the sampling technique. The analytical method that used for this research is descriptive statistical and multiple linear regression analysis. The result of this study indicate that the Product Quality, Price and Brand Image variable have a significant simultaneous influence on the Purchase Decisions variable. Each variable of Product Quality, Price and Brand Image variable have a significant partial influence on the Purchase Decisions variable. Brand Image is variable that has the most dominant influence on the Purchase Decisions variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/706/051911177 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian-Product Quality, Price, Brand Image, Purchase Decisions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 10 Aug 2020 06:31 |
| Last Modified: | 21 Oct 2021 03:08 |
| URI: | http://repository.ub.ac.id/id/eprint/177226 |
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