Strategic Human Resource Planning and Staffing Bidang Militer
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh Citra Merek terhadap Keputusan Pembelian Produk Miniso Atrium Senen, (2) Pengaruh Kualitas terhadap Keputusan Pembelian Produk Miniso Atrium Senen, (3) Pengaruh Harga terhadap Produk Miniso Atrium Senen Keputusan pembelian, (4) pengaruh promosi terhadap keputusan pembelian produk Miniso Atrium Senen, dan (5) pengaruh citra merek, kualitas, harga, promosi, promosi, pada pembelian,. Hasil pengujian dan analisis nilai F hitung > F tabel atau 44.746>3,09 dan nilai signifikansi 0,05 atau 0,00<0,05 maka secara simultan terdapat pengaruh brand imagery, kualitas, harga dan promosi terhadap keputusan pembelian. Hal ini dibuktikan dengan nilai koefisien determinasi (KD) sebesar 0,639 atau 63,90%, artinya sebesar 63,90% kontribusi atau pengaruh variabel Citra Merek (X1), (X2), Harga (X3) dan Promosi (X4) secara simultan terhadap variabel Keputusan Pembelian ( Y). sedangkan sisanya sebesar 36,10% merupakan pengaruh faktor lain yang tidak diteliti. Saran untuk Atrium Miniso Senen ke depan lebih ditingkatkan dan dipertahankan lagi kualitas produknya, memberikan diskon dan membuat promosi yang menarik minat konsumen untuk berbelanja.
Kata Kunci: Citra Merek; Kualitas; Harga; promosi; Keputusan Pembelian
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