Nurdiansyah, Ridwan (2016) PENGARUH KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pertumbuhan industri makanan dan minuman membuat persaingan menjadi semakin berat. Café kopi yang ada saat ini perlu meningkatkan kualitas produk dan memahami gaya hidup konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan gaya hidup terhadap keputusan pembelian café kopi di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 146 responden. Teknik analisis data yang digunakan adalah analisis linier berganda dengan alat bantu SPSS 21.0. Hasil menunjukan bahwa faktor kualitas produk dan gaya hidup mempengaruhi keputusan konsumen dalam memilih café di Kota Bandung.;---Growth in food and beverage industry has made the competition became more severe. Cafe business now need improve the quality of product and understanding life style. The study aims to determine the effect of product quality and life style on consumer purchasing decision in choosing café in Bandung. The study was descriptive and verificative in nature, using is explanatory survey as the method. There were 146 respondents involved in this study and were chosen by using simple random sampling technique. The data were analysed by using multiple regression analysis by the use of SPSS 21.0. The results of showed that quality product and life style factor influence the decision of consumer in choosing café in Bandung.
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | No. Panggil : T MMB NUR p-2016; Pembimbing : I. Ratih, II. Lili Adi W. |
| Uncontrolled Keywords: | kualitas produk, gaya hidup, keputusan pembelian, product quality, life style, purchase decision. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Sekolah Pasca Sarjana > Magister Manajemen Bisnis |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 24 Aug 2017 07:04 |
| Last Modified: | 24 Aug 2017 07:04 |
| URI: | http://repository.upi.edu/id/eprint/25119 |
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