PENGARUH KOMUNIKASI PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MIDWAY COFFE KOTA BENGKULU
Dublin Core
Title
PENGARUH KOMUNIKASI PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MIDWAY COFFE KOTA BENGKULU
Description
The purpose of the study was to determine the effect of marketing communication on product
quality on purchasing decisions at Midway Cafe Bengkulu City. This type of research is
quantitative research, the method of data collection is done by using observation,
documentation and questionnaires. The sample in this study were 65 consumers at Midway
Café Bengkulu City. Analysis of the data used is multiple linear regression test, test of
determination and hypothesis testing. Marketing communication has a significant effect on
purchasing decisions at Midway Caffe Bengkulu City. Product quality has a significant effect
on purchasing decisions at Midway Caffe Bengkulu City. Marketing communication (X1) and
product quality (X2) together have a significant effect on purchasing decisions (Y) products at
Midway Caffe Bengkulu City.
quality on purchasing decisions at Midway Cafe Bengkulu City. This type of research is
quantitative research, the method of data collection is done by using observation,
documentation and questionnaires. The sample in this study were 65 consumers at Midway
Café Bengkulu City. Analysis of the data used is multiple linear regression test, test of
determination and hypothesis testing. Marketing communication has a significant effect on
purchasing decisions at Midway Caffe Bengkulu City. Product quality has a significant effect
on purchasing decisions at Midway Caffe Bengkulu City. Marketing communication (X1) and
product quality (X2) together have a significant effect on purchasing decisions (Y) products at
Midway Caffe Bengkulu City.
Creator
VIJAI SATRIA
NPM : 1834020211
NPM : 1834020211
Pembimbing
Khairul Bahrun(
Khairul Bahrun(
Source
PROGRAM STUDI MANAJEMEN
Publisher
UPT PERPUSTAKAAN
Date
15 Juli 2023
Contributor
UNIVERSITAS MUHAMMADIYAH BENGKULU
Rights
UNIVERSITAS MUHAMMADIYAH BENGKULU
Format
PDF File
Language
BAHASA INDONESIA
Type
JURNAL SKRIPSI
Identifier
Angipora, M. (2017). Dasar-Dasar Pemasaran. PT. Raja Grafindo Persada.
Apriani, S., & Bahrun, K. (2021). Pengaruh Citra Merek, Kualitas Produk Terhadap
Keputusan Pembelian Kosmetik Maskara Maybelline. Jurnal Manajemen Modal Insani
Dan Bisnis (Jmmib).
Busca, L., & Bertrandias, L. (2020). A Framework for Digital Marketing Research:
Investigating the Four Cultural Eras of Digital Marketing. Journal of Interactive
Marketing, 49. https://doi.org/10.1016/j.intmar.2019.08.002
Fandy, T., & Gregorius, C. (2012). Pemasaran Strategik (Kedua (ed.)). Andi.
Hair, J. et. al. (2010). Multivariate Data Analysis (7th ed.). United States : Pearson.
Lado, A, Boyd, N.G., Wright, P. & Kroll, M. (2006). Paradox and Theorizing Within The
Resource –Based View. Academy of Management Review, 31(1), 115 –131.
Onsardi, O., Ekowati, S., Yulinda, A. T., & Megawati, M. (2022). Dampak Digital Marketing,
Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen
Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2), 10-19.
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM
on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the
ELM Model. IEEE Access, 7. https://doi.org/10.1109/ACCESS.2019.2919030
Ricky, R. D. M., Kawung, E., & Goni, S. Y. V. . (2021). Dampak Aplikasi Belanja Online
(Online Shop) di Masa Pandemi Covid-19 Terhadap Minat Belanja Masyarakat di
Kelurahan Girian Weru Ii Kecamatan Girian Kota Bitung Provinsi Sulawesi Utara.
Jurnal Ilmiah, 1(ilmiah).
Sangadji, E. mamang, Sopiah, & WK, N. (2013). Perilaku Konsumen : Pendekatan praktis
disertai Himpunan Jurnal Penelitian. In Andi.
Sari, I. A., Wahyuhastuti, N., & Yunus, M. (2021). Strategi Pengembangan Umkm Di
Provinsi Jawa Tengah Melalui Pendekatan Analisis Swot Balanced Scorecard. Jurnal
MONEX, 10(2).
Siagian, H., & Cahyono, E. (2014). Analisis Website Quality, Trust Dan Loyalty Pelanggan
Online Shop. Jurnal Manajemen Pemasaran, 8(2).
https://doi.org/10.9744/pemasaran.8.2.55-61
Sugiono. (2016). Metode Pendekatan Kuantitatif, kualitatif dan R&D. In Bandung: Alfabeta.
Yuliantari, K., & Widayati, K. (2020). Kualitas Komunikasi Pemasaran Terhadap Keputusan
Pembelian Pada PT ABC. Jurnal Perspektif, 18(1).
https://doi.org/10.31294/jp.v18i1.7574
Apriani, S., & Bahrun, K. (2021). Pengaruh Citra Merek, Kualitas Produk Terhadap
Keputusan Pembelian Kosmetik Maskara Maybelline. Jurnal Manajemen Modal Insani
Dan Bisnis (Jmmib).
Busca, L., & Bertrandias, L. (2020). A Framework for Digital Marketing Research:
Investigating the Four Cultural Eras of Digital Marketing. Journal of Interactive
Marketing, 49. https://doi.org/10.1016/j.intmar.2019.08.002
Fandy, T., & Gregorius, C. (2012). Pemasaran Strategik (Kedua (ed.)). Andi.
Hair, J. et. al. (2010). Multivariate Data Analysis (7th ed.). United States : Pearson.
Lado, A, Boyd, N.G., Wright, P. & Kroll, M. (2006). Paradox and Theorizing Within The
Resource –Based View. Academy of Management Review, 31(1), 115 –131.
Onsardi, O., Ekowati, S., Yulinda, A. T., & Megawati, M. (2022). Dampak Digital Marketing,
Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen
Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2), 10-19.
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM
on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the
ELM Model. IEEE Access, 7. https://doi.org/10.1109/ACCESS.2019.2919030
Ricky, R. D. M., Kawung, E., & Goni, S. Y. V. . (2021). Dampak Aplikasi Belanja Online
(Online Shop) di Masa Pandemi Covid-19 Terhadap Minat Belanja Masyarakat di
Kelurahan Girian Weru Ii Kecamatan Girian Kota Bitung Provinsi Sulawesi Utara.
Jurnal Ilmiah, 1(ilmiah).
Sangadji, E. mamang, Sopiah, & WK, N. (2013). Perilaku Konsumen : Pendekatan praktis
disertai Himpunan Jurnal Penelitian. In Andi.
Sari, I. A., Wahyuhastuti, N., & Yunus, M. (2021). Strategi Pengembangan Umkm Di
Provinsi Jawa Tengah Melalui Pendekatan Analisis Swot Balanced Scorecard. Jurnal
MONEX, 10(2).
Siagian, H., & Cahyono, E. (2014). Analisis Website Quality, Trust Dan Loyalty Pelanggan
Online Shop. Jurnal Manajemen Pemasaran, 8(2).
https://doi.org/10.9744/pemasaran.8.2.55-61
Sugiono. (2016). Metode Pendekatan Kuantitatif, kualitatif dan R&D. In Bandung: Alfabeta.
Yuliantari, K., & Widayati, K. (2020). Kualitas Komunikasi Pemasaran Terhadap Keputusan
Pembelian Pada PT ABC. Jurnal Perspektif, 18(1).
https://doi.org/10.31294/jp.v18i1.7574
Collection
Citation
VIJAI SATRIA
NPM : 1834020211 and Pembimbing
Khairul Bahrun(, “PENGARUH KOMUNIKASI PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MIDWAY COFFE KOTA BENGKULU,” Repository Universitas Muhammadiyah Bengkulu, accessed April 28, 2024, http://repo.umb.ac.id/items/show/3863.