PENGARUH KUALITAS PRODUK DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN CELANA UNISEX CHINO PANTS SIRIUS KATUN BLACK BRAND ERIGO

Abadi, Indiana Norza (2023) PENGARUH KUALITAS PRODUK DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN CELANA UNISEX CHINO PANTS SIRIUS KATUN BLACK BRAND ERIGO. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penyelidikan ini bertujuan guna menemukan “apakah kualitas produk dan influencer berpengaruh terhadap keputusan pembelian”. Pendekatan penelitian kuantitatif digunakan dengan tujuan guna melihat bagaimana variabel-variabel berhubungan satu sama lain. “Populasi penelitian ini yaitu Mahasiswa Fakultas Ekonomi dan Bisnis (FEB) Universitas Wijaya Kusuma Surabaya”. Mahasiswa FEB yang pernah beli produk Merek Erigo menjadi fokus pengambilan sampel secara purposive sampling. Sebagai pengumpulan data digunakan 100 responden untuk dijadikan sampel, yang pengolahannya melalui penyebaran kuesioner online melalui media sosial. Regresi linier berganda dilakukan guna menganalisis data menggunakan IBM Statistics SPSS versi 25. Berdasarkan temuan penelitian, “Kualitas Produk, serta Influencer berpengaruh signifikan terhadap Keputusan Pembelian Brand Erigo”. Kata Kunci : Kualitas Produk, Influencer. Keputusan Pembelian. ABSTRACT Findings from this study include "whether product quality and influencers affect purchasing decisions". The approach used is quantitative research, which aims to see how the variables relate to one another. "The population of this study are students of the Faculty of Economics and Business (FEB), Wijaya Kusuma University, Surabaya." Students of the FEB who had purchased Erigo Brand products were the focus of sampling by purposive sampling. As a data collection, 100 respondents were used as a sample, which was processed by distributing online questionnaires via social media. IBM Statistics SPSS version 25 was used to analyze the data using multiple linear regression. Based on the research findings, "Product Quality, and Influencers have a significant effect on Erigo Brand Purchase Decisions". Keywords : Product Quality, Influencers, purchasing decisions

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci : Kualitas Produk, Influencer. Keputusan Pembelian. Keywords : Product Quality, Influencers, purchasing decisions.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Indiana Norza Abadi uwks
Date Deposited:	16 Oct 2023 04:12
Last Modified:	16 Oct 2023 04:12
URI:	http://erepository.uwks.ac.id/id/eprint/15613

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