Mochamad Rivaldi, . (2022) PENGARUH KUALITAS PRODUK, BRAND LOYALTY, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN AYAM “GEPREK BENSU” DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This quantitative study was conducted with the aim of proving, analyzing, and knowing product quality, brand loyalty, and price perceptions affect the decision to purchase geprek bensu chicken in DKI Jakarta. To take the sample of this study used purposive sampling method and data collection through the distribution of questionnaires with google form. The sample related to this research is consumers of geprek bensu in DKI Jakarta, totaling 100 respondents. The analysis of this research technique uses Partial Least Square (PLS) version 3.3.7. The test results of this study are (1) product quality has a positive and significant effect on purchasing decisions of 0.282, (2) brand loyalty has a positive and significant effect on purchasing decisions of 0.379, (3) price perception has a significant positive effect on purchasing decisions of 0.237. The results of the Adjusted R-Square purchasing decisions are 0.664 or 66.40%, meaning that purchasing decisions in this research model are due to product quality, brand loyalty, and price perceptions, while 33.60% is caused by other factors outside of research on geprek bensu chicken in Indonesia. DKI Jakarta. Keywords: product quality. brand loyalty, price perception, purchase decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810111029] [Pembimbing: Heni Nastiti] [Penguji 1: Lina Aryani] [Penguji 2: Rosali Sembiring Colia |
| Uncontrolled Keywords: | Product Quality. Brand Loyalty, Price Perception, Purchase Decision. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Mochamad Rivaldi |
| Date Deposited: | 22 Sep 2022 02:26 |
| Last Modified: | 22 Sep 2022 02:26 |
| URI: | http://repository.upnvj.ac.id/id/eprint/19093 |
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