eprintid: 51414
rev_number: 11
eprint_status: archive
userid: 12460
dir: disk0/00/05/14/14
datestamp: 2022-06-27 01:57:48
lastmod: 2022-06-27 01:57:48
status_changed: 2022-06-27 01:57:48
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Rafika Ulfa Mutmainnah, NIM.: 18106060031
title: PERBANDINGAN PERSEPSI KONSUMEN DAN MANAJEMEN MENGENAI PENGARUH KUALITAS PRODUK, HARGA, KUALITAS LAYANAN, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN AKSESORIS GAWAI MENGGUNAKAN ANALISIS REGRESI LINEAR BERGANDA DAN METODE AHP (STUDI KASUS: DAZZLE
ispublished: pub
subjects: TA
subjects: man_perus
divisions: jur_tind
full_text_status: restricted
keywords: Persepsi, Kualitas Produk, Harga, Kualitas Layanan, Promosi Media
Sosial, Keputusan Pem
note: Pembimbing: Khusna Dwijayanti, Ph.D.
abstract: In winning business competition, consumer purchasing decisions can be used as a
competitive advantage for the company. Purchase decision is an important element or
aspect of consumer behavior to determine whether to buy a product or not. Product
quality, price, service quality, and social media promotion can be a good weapon to
win from existing competitors or competitors. This study aims to test the hypothesis of
the influence of product quality, price, service quality, and social media promotion on
purchasing decisions for gadget accessories at Dazzle Yogyakarta and compare which
variables are more important in terms of consumer perceptions and Dazzle Yogyakarta
management using Multiple Linear Regression analysis. and the AHP method. The
population in this study were users of gadget accessories in Yogyakarta. While the
sample in this study were consumers who had purchased gadget accessories at Dazzle
Yogyakarta directly at least once. The sampling technique used was a purposive
sampling method with a total sample of 210 respondents. The results show that: 1)
partially there is a positive but not significant effect on product quality on purchasing
decisions. Partially there is a positive and significant effect of price on purchasing
decisions. Partially there is a positive and significant effect of service quality on
purchasing decisions. Partially there is a positive and significant effect of social media
promotion on purchasing. Meanwhile, product quality, price, service quality, and
social media promotion simultaneously affect the decision to purchase gadget
accessories at Dazzle Yogyakarta. 2) Judging from the management's perception which
states that the order of importance that influences the decision to purchase gadget
accessories at Dazzle Yogyakarta is social media promotion 30%, price 28%, product
quality 26%, and the last is service quality 15%. 3) The results of the study indicate
that there are differences in the level of importance. Judging from consumer
perceptions, it is stated that the order of importance that influences the decision to
purchase gadget accessories at Dazzle Yogyakarta is price, social media promotion,
service quality and lastly, product quality. Meanwhile, the management's perception is
social media promotion, price, product quality, and finally service quality.
date: 2022-05-27
date_type: published
pages: 178
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS SAINS DAN TEKNOLOGI
thesis_type: skripsi
thesis_name: other
citation:   Rafika Ulfa Mutmainnah, NIM.: 18106060031  (2022) PERBANDINGAN PERSEPSI KONSUMEN DAN MANAJEMEN MENGENAI PENGARUH KUALITAS PRODUK, HARGA, KUALITAS LAYANAN, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN AKSESORIS GAWAI MENGGUNAKAN ANALISIS REGRESI LINEAR BERGANDA DAN METODE AHP (STUDI KASUS: DAZZLE.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/51414/1/18106060031_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/51414/2/18106060031_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf