Pengaruh price, brand, product performance dan recommendation terhadap consumer buying behavior

DETAIL KOLEKSI

Pengaruh price, brand, product performance dan recommendation terhadap consumer buying behavior

5.0

Oleh : Muhammad Musa Alfarizi

Info Katalog

Nomor Panggil : 022002001003

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Dyah Astarini

Subyek : Brand loyalty;Marketing - Management

Kata Kunci : price, brand, product performance, recommendation, dan consumer buying behavior.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022002001003_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022002001003_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022002001003_Bab-1_Pendahuluan.pdf	10
4.	2024_TA_SMJ_022002001003_Bab-2_Tinjauan-Pustaka.pdf	23
5.	2024_TA_SMJ_022002001003_Bab-3_Metodologi-Penelitian.pdf	21
6.	2024_TA_SMJ_022002001003_Bab-4_Analisis-dan-Pembahasan.pdf	13
7.	2024_TA_SMJ_022002001003_Bab-5_Simpulan-dan-Saran.pdf	6
8.	2024_TA_SMJ_022002001003_Daftar-Pustaka.pdf	3
9.	2024_TA_SMJ_022002001003_Lampiran.pdf	13

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh price, brand, product performance, dan recommendation terhadap consumer buying behavior. Data diperoleh dengan mendistribusikan kuesioner secara offline sebanyak 100 responden dan online sebanyak 123 responden, dengan total responden yang terkumpul sebanyak 223 responden. Teknik analisis data yang digunakan adalah analisis Regresi Berganda dan dengan bantuan software SPSS 21. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil dari penelitian menunjukkan bahwa : price berpengaruh negatif terhadap consumer buying behavior, brand berpengaruh positif terhadap consumer buying behavior, product performance berpengaruh positif terhadap consumer buying behavior, dan recommendation berpengaruh positif terhadap consumer buying behavior. Penelitian selanjutnya dapat mengembangkan wilayah yang lebih luas lagi bukan hanya dari wilayah Kabupaten Tangerang saja melainkan sekitarnya, dan melibatkan lebih banyak variabel yang dapat mempengaruhi variabel consumer buying behavior seperti variabel brand image.

T This study aims to analyze the influence of price, brand, product performance, and recommendation on consumer buying behavior. Data were obtained by distributing questionnaires offline to 100 respondents and online to 123 respondents, with a total of 223 respondents. The data analysis technique used was Multiple Regression Analysis with the help of SPSS 21 software. The sampling technique used is purposive sampling. The results of the research show that price has a negative influence on consumer buying behavior, brand has a positive influence on consumer buying behavior, product performance has a positive influence on consumer buying behavior, and recommendation has a positive influence on consumer buying behavior. Further research can develop to a wider area, not only from the Tangerang Regency, but also the surrounding regions, and could involve more variables that can affect consumer buying behavior, such as the brand image variable.