Mathilda Aquita Haumahu, - (2019) KEPUTUSAN PEMBELIAN PRODUK STARBUCKS: Studi Pada Starbucks One Belpark Mall, Jakarta. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative research that aims to determine the effect of product quality, brand image, and price on purchasing decisions. The population in this study was starbucks lovers at one belpark mall. The sample size was taken as many as 75 respondents, with non probability sampling method, especially purposive sampling. Data collection is done through the distribution of questionnaires. The analysis technique used is the method of PLS (Partial Least Square) analysis. The result of this study indicate that (1) product quality has a significant influence on purchasing decisions with path coefficient values of 0,741. (2) brand image has a significant influence on purchasing decisions with path coefficient values of 0,457. (3) prices has not influence on purchasing decisions with a path coefficient of -0,300.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1410111156] [Ketua Penguji: Suharyati] [Penguji I: Jenji Guanedi Argo] [Penguji II/Pembimbing: Pandapotan Simarmata] |
| Uncontrolled Keywords: | Product Quality, Brand Image, Price and Purchase Decision. |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 16 Apr 2019 01:25 |
| Last Modified: | 18 Apr 2019 01:52 |
| URI: | http://repository.upnvj.ac.id/id/eprint/133 |
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