ANISSA, ANISSA (2023) PENGARUH ISLAMIC BRANDING, PRODUCT QUALITY DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PRODUK HNI HPAI (Studi Pada Konsumen AC Halal Mart Rangkasbitung). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of Islamic branding, product quality and customer experience on purchasing decisions for HNI HPAI products for consumers of AC halal mart Rangkasbitung. This study used a quantitative approach and the sample used in the study was 100 respondents, namely consumers of Rangkasbitung AC halal mart, the sample was calculated using the slovin formula. Methods of data analysis using the help of IBM SPSS 25 software. Based on the results of the analysis using the help of IBM SPSS 25 software, it is known that the coefficient of determination (Kd) = 68.6% which shows the magnitude of the influence of Islamic branding, product quality and customer experience on purchasing decisions, while the remaining 31.4% is influenced by other factors that are not included in this research. From the results of the T test it can be concluded that partially the Islamic branding (X1), product quality (X2) and customer experience (X3) variables have a positive and significant influence on the purchasing decision variable for HNI HPAI products (Y). And from the results of the F test it can be concluded that simultaneously Islamic branding, product quality and customer experience have a significant influence on the purchasing decision of HNI HPAI products for consumers of AC halal mart Rangkasbitung.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh islamic branding, product quality dan customer experience terhadap keputusan pembelian produk HNI HPAI pada konsumen AC halal mart Rangkasbitung. Penelitian ini menggunakan pendekatan kuantitatif dan sampel yang digunakan dalam penelitian adalah sebanyak 100 orang responden yakni konsumen AC halal mart Rangkasbitung, sampel tersebut dihitung menggunakan rumus slovin. Metode analisis data dengan menggunakan bantuan software IBM SPSS 25. Berdasarkan hasil analisis dengan menggunakan bantuan software IBM SPSS 25 diketahui nilai koefisien determinasi (Kd) = 68,6% yang menunjukkan besarnya pengaruh Islamic branding, product quality dan customer experience terhadap keputusan pembelian, sedangkan sisanya 31,4% dipengaruhi faktor lain yang tidak termasuk dalam penelitian ini. Dari hasil uji T dapat ditarik kesimpulan bahwa secara parsial variabel Islamic branding (X1), product quality (X2) dan customer experience (X3) mempunyai pengaruh yang positif dan signifikan terhadap variabel Keputusan Pembelian produk HNI HPAI (Y). Dan dari hasil uji F dapat ditarik kesimpulan bahwa secara simultan Islamic branding, product quality dan customer experience mempunyai pengaruh yang signifikan terhadap keputusan pembelian produk HNI HPAI pada konsumen AC halal mart Rangkasbitung. | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Customer experience, Islamic branding, Keputusan Pembelian dan Product quality, Keywords: Customer experience, Islamic branding, , Purchasing decisions and Product quality | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Anissa nissa Komala | |||||||||
| Date Deposited: | 29 Mar 2023 09:53 | |||||||||
| Last Modified: | 29 Mar 2023 09:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23019 |
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