Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Niat Beli Konsumen pada Produk Kerajinan Tangan di Toko Lind's Craft, Jakarta

Putri, Linda Bahari (2023) Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Niat Beli Konsumen pada Produk Kerajinan Tangan di Toko Lind's Craft, Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aimed to analyze the effect of product quality, price, and promotion on consumer purchase intentions for handcrafted products offered by Lind's Craft store in Jakarta. The sampling method in this study was non-probability sampling with a
convenience sampling technique. The number of samples in this study was 250 respondents. The analytical method used was multiple linear regression analysis. The results of this study indicated that the three variables of product quality, price, and
promotion had a positive effect on consumer purchase intentions for Lind's Craft products in Jakarta, either partially or jointly. The suggestions from this research were that Lind's Craft, Jakarta, needed to pay attention to the level of product quality, price, and promotions to increase consumers purchase intentions for handicraft products offered by Lind's Craft. Changing product prices needed to be designed and adjusted to the perceived quality or benefits so that consumer purchase intentions
increased. Promotion by recommending brands could also increase consumer purchase intentions. Improving the quality of handicraft products by highlighting product innovation and after-sales service was also an effort that needed to be done to increase consumer purchase intentions for Lind's Craft handicraft products.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Prof. Carunia Mulya Firdausy, MA., Ph.D
Uncontrolled Keywords:	Keywords: Product Quality, Price, Promotion, Purchase Intention Lind's Craft Store, Jakarta
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	12 Jun 2026 05:05
Last Modified:	12 Jun 2026 05:05
URI:	https://repository.untar.ac.id/id/eprint/49921

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