PENGARUH KUALITAS PRODUK, MINAT BELI TERHADAP KINERJA PEMASARAN YANG DIMEDIASI KEPUTUSAN PEMBELIAN PADA UMKM 4.0 OLAHAN MAKANAN

Djoko Nusantoro, . (2024) PENGARUH KUALITAS PRODUK, MINAT BELI TERHADAP KINERJA PEMASARAN YANG DIMEDIASI KEPUTUSAN PEMBELIAN PADA UMKM 4.0 OLAHAN MAKANAN. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze and test the Optimization of Marketing Performance of MSMEs 4.0 Processed Food: the influence of Product Quality, Buying Interest on Marketing Performance mediated by Purchase Decisions. The approach used in this study is a quantitative approach. The sample used in this study is MSMEs totaling 96 respondents. The research data was obtained from the results of filling out the questionnaire and analyzed using SEM analysis techniques with the help of the SEM PLS program. The results of this study show that (1) Product quality affects purchasing decisions; (2) Buying interest affects purchasing decisions; (3) Purchasing decisions affect Marketing Performance (4) Product quality affects Marketing Performance; (5) Product quality affects Marketing Performance;

Item Type: Thesis (Tesis)
Additional Information: [No, Panggil : 2110121008] [Dosen Pembimbing : Yudi Nur Supriyadi] [Penguji I : Desmintari] [Ketua Penguji : Maria Assumpta Wikantari]
Uncontrolled Keywords: Marketing Performance, Product Quality, Purchase Decision, Buying Interest.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: DJOKO NUSANTORO
Date Deposited: 04 Oct 2024 06:48
Last Modified: 04 Oct 2024 06:48
URI: http://repository.upnvj.ac.id/id/eprint/32821

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