ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) MEREK BOLESA DI KECAMATAN BUKIT INTAN

Penulis

  • Sheryn Octaviani STIE IBEK Pangkalpinang
  • Fery Panjaitan Dosen Prodi Manajemen STIE-IBEK Pangkalpinang
  • Deara Shinta Lestari Dosen Prodi Manajemen STIE-IBEK Pangkalpinang

Kata Kunci:

Kualitas Produk, Harga, Keputusan Pembelian

Abstrak

This thesis was prepared by Sheryn Octaviani with Student Identification Number 640200001, entitled "Analysis of the Influence of Product Quality and Price on Purchase Decisions of BOLESA Brand Bottled Drinking Water (AMDK) in Bukit Intan District". This research was conducted from January 2024 – May 2024. This research aims to find out how much influence product quality and price have on the decision to purchase BOLESA brand AMDK in Bukit Intan District partially and to find out how much influence product quality and price have on the decision to purchase BOLESA brand AMDK in Bukit Intan District simultaneously. The research method used uses a descriptive quantitative approach. The research results show that (1) Product Quality partially has a positive and significant effect on Purchasing Decisions. (2) Price partially has a positive and significant effect on purchasing decisions. (3) Product Quality and Price simultaneously have a positive effect on Purchasing Decisions.

Biografi Penulis

Fery Panjaitan, Dosen Prodi Manajemen STIE-IBEK Pangkalpinang

Pembimbing I

Deara Shinta Lestari, Dosen Prodi Manajemen STIE-IBEK Pangkalpinang

Pembimbing II

Referensi

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Kotler, Philip. Alih Bahasa : Benyamin Molan. 2005. Manajemen Pemasaran. Edisi Kesebelas. Jilid 2. PT. Intan Sejatei Klaten. Jakarta.

Dharmmesta, Basu Swastha dan T. Hani Handoko. 2014. Manajemen Pemasaran Analisis Perilaku Konsumen. BPPFE. Yogyakarta

Etta Mamang Sangadji & Sopiah, 2010. Metodologi Penelitian :Pendekatan Praktis dalam Penelitian. Yogyakarta : Andi Offset

Ghozali, Imam. 2009. “Aplikasi Analisis Multivariate dengan Program SPSS “. Semarang : UNDIP.

Kotler, Amstrong. 2016. Principles of Marketing Sixteenth Edition Global Edition. England. Pearson Education Limited.

Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet.

Tjiptono, Fandy. (2015). Strategi Pemasaran : Edisi 4. Yogyakarta: ANDI.

Tjiptono, Fandy. (2017). Pemasaran Jasa, Prinsip, Penerapan dan Penelitian. Andi Offset.

Unduhan

Diterbitkan

07.11.2024

Cara Mengutip

Octaviani, S., Panjaitan, F., & Shinta Lestari, D. (2024). ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) MEREK BOLESA DI KECAMATAN BUKIT INTAN. JURNAL PROGRESIF MANAJEMEN BISNIS, 11(2), 1–7. Diambil dari https://e-jurnal.stie-ibek.ac.id/index.php/JIPMB/article/view/400

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