Virginia, Yezsa (2023) FAKTOR – FAKTOR PENTING PENENTU KEPUTUSAN PEMBELIAN PRODUK SEPATU NIKE PADA MAHASISWA MAHASISWI DI UNIVERSITAS TARUMANAGARA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) YEZSA VIRGINIA 115200007 (B) THE IMPORTANT FACTORS DETERMINING THE DECISION TO PURCHASE NIKE SHOE PRODUCTS FOR STUDENTS AT TARUMANAGARA UNIVERSITY (C) XVI + 99 pages, 24 tables, 4 pictures, 11 attachments (D) MARKETING MANAGEMENT (E) Abstract: This research aims to obtain empirical evidence regarding the important factors determining decisions to purchase Nike shoe products among college students at Tarumanagara University. Data was collected in this research using a questionnaire via online Google form and distributed to college students at Tarumanagara University. This research succeeded in collecting a sample of 150 respondents using a non-probability sampling technique and the method was purposive sampling. The research data was processed using the Partial Least Squares (PLS) approach with statistical software in the form of SmartPLS 4. The results of this research show that brand image and product quality have a significant and positive effect on purchasing decisions, while price has no significant and negative effect on purchasing decisions. Keywords: Brand Image, Product Quality, Price, Purchase Decision (F) Reference List: (2016-2023) (G) Arifin Djakasaputra S.E., S.KOM., M.Si. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) YEZSA VIRGINIA 115200007 (B) FAKTOR-FAKTOR PENTING PENENTU KEPUTUSAN PEMBELIAN PRODUK SEPATU NIKE PADA MAHASISWA MAHASIWI DI UNIVERSITAS TARUMANAGARA (C) XVI + 99 halaman, 24 tabel, 4 gambar, 11 lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk mendapatkan bukti empiris mengenai faktor-faktor penting penentu keputusan pembelian produk sepatu Nike pada mahasiswa mahasiswi di Universitas Tarumanagara. Pengumpulan data dalam penelitian ini dengan menggunakan kuesioner melalui google form secara online dan disebarkan kepada mahasiswa mahasiswi di Universitas Tarumanagara. Penelitian ini berhasil mengumpulkan sampel sebanyak 150 responden dengan teknik non- probability sampling dan metodenya berupa purposive sampling. Data penelitian diolah menggunakan pendekatan Partial Least Squares (PLS) dengan software statistic berupa SmartPLS 4. Hasil penelitian ini menunjukkan bahwa brand image dan product quality berpengaruh signifikan dan positif terhadap keputusan pembelian, sedangkan price tidak berpengaruh signifikan dan negatif terhadap keputusan pembelian. Kata kunci: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian (F) Daftar Pustaka: (2016-2023) (G) Arifin Djakasaputra S.E., S.KOM., M.Si.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 10 Sep 2024 09:02 |
| Last Modified: | 10 Sep 2024 09:02 |
| URI: | http://repository.untar.ac.id/id/eprint/44421 |
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