Pengaruh citra merek kualitas produk dan harga terhadap keputusan pembelian (studi pada konsumen McDonald’s Graha Family Surabaya)

Krisyanita, Cynthia (2020) Pengaruh citra merek kualitas produk dan harga terhadap keputusan pembelian (studi pada konsumen McDonald’s Graha Family Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRACTION The purpose of this study is to determine the effect of each variable, namely brand image, product quality, and price on McDonald's consumer's Graha Family Surabaya purchasing decisions. All McDonald's Graha Family Surabaya consumers are the population of this study and nonprobability sampling is a sampling technique and the sample of this study is 120 people. Multiple linear regression is a data analysis technique used to answer the hypotheses of this study. Prior to the preparation of the hypothesis, the validity and reliability tests are carried out. Based on the results of the validity and reliability tests are all valid and reliable variables. The results of the t test carried out can be concluded that each variable, namely brand image, product quality, and price, influences the purchase decision of McDonald's Consumer Graha Family Surabaya. Keywords: brand image, product quality, price, purchase decision.   ABSTRAKSI Tujuan dari penelitian ini adalah mengetahui pengaruh dari tiap – tiap variabel yaitu citra merek, kualitas produk, dan harga terhadap keputusan pembelian konsumen McDonald’’s Graha Family Surabaya. Seluruh konsumen McDonald’s Graha Family Surabaya adalah populasi dari penelitian ini dan nonprobability sampling adalah teknik pengambilan sampling dan sampel penelitian ini berjumlah 120 orang. Regresi linier berganda adalah teknik analisis data yang digunakan untuk menjawab hipotesis dari penelitian ini. Sebelum dilakukan penyusunan hipotesis dilakukan uji validitas dan reliabilitas. Berdasarkan hasil uji validitas dan reliabilitas seluruhnya adalah variabel valid dan reliable. Hasil uji t yang dilakukan dapat disimpulkan bahwa masing – masing variabel yaitu citra merek, kualitas produk, dan harga berpengaruh terhadap keputusan pembelian konsumen McDonald’s Graha Family Surabaya. Kata kunci : citra merek, kualitas produk, harga, keputusan pembelian.

Item Type: Thesis (Bachelor (S1))
Uncontrolled Keywords: citra merek, kualitas produk, harga, keputusan pembelian
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Cynthia Krisyanita
Date Deposited: 13 Feb 2020 06:56
Last Modified: 13 Feb 2020 06:56
URI: http://erepository.uwks.ac.id/id/eprint/5742

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