Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga terhadap Keputusan Pembelian Sepatu Lari Adidas di Jakarta = The Effect Of Product Quality, Brand Image And Price Perception On Purchasing Decisions For Adidas Running Shoes In Jakarta

Steven, William (2020) Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga terhadap Keputusan Pembelian Sepatu Lari Adidas di Jakarta = The Effect Of Product Quality, Brand Image And Price Perception On Purchasing Decisions For Adidas Running Shoes In Jakarta. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title - 2021-02-24T224340.245.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract.pdf) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (265kB) | Preview
Preview	Text (ToC.pdf) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (810kB) | Preview
Preview	Text (Chapter1.pdf) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2.pdf) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3.pdf) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4.pdf) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5.pdf) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (417kB)
Preview	Text (Bibliography) BIBLIOGRAPHY.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (642kB) | Preview
	Text (Appendices) Appendice.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Perkembangan ekonomi yang terus berlanjut di Indonesia pada akhirnya menyebabkan masuknya produk-produk asing ke Indonesia, sebagaimana kita sadari bahwa sekarang ini adalah era perdagangan bebas dan globalisasi. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas produk, citra produk, dan persepsi harga yang berpengaruh positif terhadap keputusan pembelian sepatu lari adidas. Sampel dalam penelitian ini adalah orang-orang yang pernah membeli sepatu lari adidas di Jakarta yang berusia antara dua puluh sampai tiga puluh tahun. Hasil dari penelitian ini adalah kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembeli, citra merek berpengaruh positif dan signifikan terhadap keputusan pembeli, kualitas produk, persepsi harga dan citra merek. secara simultan berpengaruh signifikan dan positif. melawan institusi pembeli. Kata kunci: kualitas produk, citra merek, persepsi harga, keputusan pembelian/The continued development of the economy in Indonesia eventually led to the entry of foreign products into Indonesia, as we are aware that it is now an era of free trade and globalization. The purpose of this study was to analyze the effect of product quality, product image, and perceived price, which had a positive effect on purchasing decisions for adidas running shoes. The sample in this study were people who had bought adidas running shoes in Jakarta, with the age from twenty to thirty years. The results of this study are product quality has a positive and significant effect on purchasing decisions, perceived price has a positive and significant effect on buyer decisions, brand image has a positive and significant effect on buyer decisions, product quality, price perception and brand image simultaneously have a significant and positive effect. against the buyer's institution. Keywords: product quality, brand image, price perception, purchase decisions

Actions (login required)

View Item