Arlinda, Tasya Armadivatya (2025) PENGARUH KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI MEDIASI (STUDI KASUS PADA MIXUE GENUKSARI KOTA SEMARANG). Skripsi thesis, STIE BANK BPD JATENG.
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Abstract
This study was conducted with the aim of analyzing the effect of Product Quality and Sales Promotion on Purchasing Decisions with Purchase Intention as Mediation for Mixue Genuksari consumers. This research approach uses quantitative methods with data collection through questionnaires distributed to 96 respondents. The research instrument uses a Likert scale and data analysis is assisted by SmartPLS 4.0 software. The results showed that Product Quality and Sales Promotion did not have a significant direct effect on Purchasing Decisions, as indicated by the p-value results which were greater than 0.05. However, with Purchase Intention as mediation, a significant indirect effect between Product Quality and Sales Promotion on Purchasing Decisions was found, as evidenced by a p-value of less than 0.05. These results indicate that Purchase Intention plays an important role in supporting Purchasing Decisions. Keywords: Product Quality, Sales Promotion, Purchase Decision, Purchase Intention
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Penelitian ini dilakukan dengan tujuan menganalisis pengaruh Kualitas Produk dan Promosi Penjualan terhadap Keputusan Pembelian dengan Minat Beli sebagai Mediasi pada konsumen Mixue Genuksari. Pendeketan penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner yang dibagikan kepada 96 responden. Instrumen penelitian menggunakan skala likert dan analisis data dibantu dengan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Kualitas Produk dan Promosi Penjualan tidak memberikan pengaruh langsung yang signifikan terhadap Keputusan Pembelian, ditunjukkan oleh hasil p-value yang lebih besar dari 0.05. Namun dengan adanya Minat Beli sebagai mediasi, ditemukan pengaruh tidak langsung yang signifikan antara Kualitas Produk dan Promosi Penjualan terhadap Keputusan Pembelian yang dibuktikan dengan nilai p-value kurang dari 0.05. Hasil ini menunjukkan bahwa Minat Beli berperan penting untuk mendukung Keputusan Pembelian. Kata kunci: Kualitas Produk, Promosi Penjualan, Keputusan Pembelian, Minat Beli |
| Uncontrolled Keywords: | Product Quality, Sales Promotion, Purchase Decision, Purchase Intention |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 20 Sep 2025 22:40 |
| Last Modified: | 20 Sep 2025 22:40 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2606 |
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