DEWI ARISA FITRIA, 201986290014 (2023) Pengaruh Media Sosial, Kualitas Produk, Dan Budaya Terhadap Keputusan Konsumen Membeli Produk Brand Scarlett ( Studi Kasus Pada Santri Pondok Pesantren Ngalah Asrama I ). Sarjana thesis, Universitas Yudharta.
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Abstract
Media%20Sosial%20merupakan%20salah%20satu%20media%20yang%20membantu%20kita%20untuk%20mempermudah%20penggunanya%20untuk%20berpastisipasi%2C%20berbagi%20dan%20bisa%20memberikan%20informasi%20dengan%20sesama%20pengguna%20media%20sosial%20yang%20lain.%20kualitas%20produk%20adalah%20kemampuan%20suatu%20barang%20untuk%20membantu%20memberikan%20nilai%20pada%20pelanggan%20yang%20paling%20unggul%20dan%20sesuai%20dengan%20apa%20yang%20diinginkan%20pelanggan%20sehingga%20produk%20tersebut%20dapat%20memenuhi%20kebutuhan%20pemakaianya.%20Budaya%20adalah%20penjelasan%20dari%20teman%2C%20saudara%2C%20dan%20orang%20yang%20pernah%20membeli%20produk%20untuk%20memberikan%20penjelasan%20pengalaman%20yang%20baik%20saat%20membelinya%2C%20karena%20dengan%20adanya%20saran%20ataupun%20penjelasan%20dari%20konsumen%20lain%20dapat%20mempengaruhi%20niat%20beli%20konsumen.%20Tujuan%20penelitian%20ini%20untuk%20mengetahui%20apakah%20media%20sosial%2C%20kualitas%20produk%20dan%20budaya%20berpengaruh%20terhadap%20keputusan%20konsumen%20membeli%20produk%20brand%20Scarlett.%20Pendekatan%20yang%20digunakan%20dalam%20penelitian%20ini%20adalah%20kuantitatif%20dengan%20jenis%20regresi%20linier%20berganda%2C%20uji%20t%20dan%20uji%20f%20yang%20menggunakan%20teknik%20pengumpulan%20data%20melalui%20kuisioner.%20Sedangkan%20instrumen%20dalam%20penelitian%20ini%20menggunakan%20skala%20likert.%20Berdasarkan%20hasil%20penelitian%20dan%20hasil%20analisis%20regresi%20yang%20telah%20dilakukan%2C%20maka%20dapat%20ditarik%20kesimpulan%20sebagai%20berikut%20%3A%20Media%20sosial%20berpengaruh%20signifikan%20terhadap%20keputusan%20konsumen%20membeli%20produk%20brand%20Scarlett%20pada%20Santri%20Pondok%20Pesantren%20Ngalah%20Asrama%20I.%20Hal%20ini%20ditunjukkan%20dengan%20nilai%20thitung%20lebih%20besar%20dari%20pada%20ttabel%20%289%2C319%20%3E%201%2C993%29.%20Kualitas%20produk%20berpengaruh%20signifikan%20terhadap%20keputusan%20konsumen%20membeli%20produk%20brand%20Scarlett%20pada%20Santri%20Pondok%20Pesantren%20Ngalah%20Asrama%20I.%20Hal%20ini%20ditunjukkan%20dengan%20nilai%20thitung%20lebih%20besar%20dari%20ttabel%20%2810%2C835%20%3C%201%2C993%29.%20Budaya%20berpengaruh%20signifikan%20terhadap%20keputusan%20konsumen%20membeli%20produk%20brand%20Scarlett%20pada%20Santri%20Pondok%20Pesantren%20Ngalah%20Asrama%20I.%20Hal%20ini%20ditunjukkan%20dengan%20nilai%20thitung%20lebih%20besar%20dari%20ttabel%20%282%2C199%20%3E%201%2C993%29.%20Media%20sosial%20kualitas%20produk%20dan%20budaya%20berpengaruh%20bersama-sama%20terhadap%20keputusan%20konsumen%20membeli%20produk%20brand%20Scarlett%20pada%20Santri%20Pondok%20Pesantren%20Ngalah%20Asrama%20I%20dengan%20Fhitung%20%3E%20Ftabel%20%28141%2C314%20%3E%202%2C728%29.
| Item Type: | Thesis (Sarjana) | ||||||
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| Identification Number: | 658.8342 FIT P | ||||||
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| Subjects: | Teknologi & Ilmu Terapan > Manajemen dan Ilmu yang Berkaitan | ||||||
| Divisions: | Fakultas Agama Islam > Ekonomi Syari'ah | ||||||
| Date Deposited: | 03 Sep 2023 12:33 | ||||||
| Last Modified: | 22 May 2024 06:09 | ||||||
| URI: | https://repository.yudharta.ac.id/id/eprint/4605 |
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