PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION (STUDI KASUS PADA DOMINO’S PIZZA CEMPAKA PUTIH)

LUTHFI, MUHAMMAD (2019) PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION (STUDI KASUS PADA DOMINO’S PIZZA CEMPAKA PUTIH). S1 thesis, Universitas Negeri Jakarta.

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Abstract

LUTHFI 8215145258 Skripsi ini Disusun sebagai Salah Satu Persyaratan untuk Memperoleh Gelar Sarjana Ekonomi pada Fakultas Ekonomi Universitas Negeri Jakarta PROGRAM STUDI S1 MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA 2019THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY, AND PERCEIVED PRICE TOWARDS PURCHASE INTENTION (CASE STUDY ON DOMINO’S PIZZA CEMPAKA PUTIH) MUHAMMAD LUTHFI 8215145258 Thesis is Written as One of The Requirements for Getting Bachelor Degree of Economics on Faculty of Economic Universitas Negeri Jakarta STUDY PROGRAM OF MANAGEMENT FACULTY OF ECONOMICS UNIVERSITAS NEGERI JAKARTA 2019iii ABSTRAK Muhammad Luthfi, 2019; Pengaruh Brand Image, Product Quality dan Perceived Price Terhadap Purchase Intention (Studi Kasus Pada Domino’s Pizza Cempaka Putih). Skripsi, Jakarta: Program Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Agung Kresnamurti Rivai P. S.T., M.M, dan Ika Febrilia S.E., M.M. Tujuan dari penelitian ini adalah: 1) Untuk mengetahui pengaruh antara Brand Image terhadap Purchase Intention Domino’s Pizza. 2) Untuk mengetahui pengaruh antara Product Quality terhadap Purchase Intention Domino’s Pizza. 3) Untuk mengetahui pengaruh antara Perceived Price terhadap Purchase Intention Domino’s Pizza. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Objek penelitian ini adalah 150 responden yang berkunjung dan membeli produk di Domino’s Pizza Cempaka Putih. Teknis analisis data menggunakan SPSS versi 23 untuk mengolah dan menganalisis data hasil penelitian. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention, Product Quality berpengaruh positif dan signifikan terhadap Purchase Intention dan Perceived Price berpengaruh positif dan signifikan terhadap Purchase Intention Kata kunci: Brand Image, Product Quality, Perceived Price, Purchase Intention, Domino’s Pizzaiv ABSTRACT Muhammad Luthfi, 2019; The Effect of Brand Image, Product Quality and Perceived Price Towards Purchase Intention (Case Study On Domino’s Pizza Cempaka Putih). Thesis, Jakarta: Study Program Management, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Agung Kresnamurti Rivai P. S.T., M.M, and Ika Febrilia S.E., M.M. The purpose of this research are: 1) To determine the effect of Brand Image toward Purchase Intention Domino’s Pizza. 2) To determine the effect of Product Quality toward Purchase Intention Domino’s Pizza 3) To determine the effect of Perceived Price toward Purchase Intention Domino’s Pizza. In order to collecting data, this study using survey methods with questionnaires as the instrument. The object of this study are 150 respondents who visit and buy the product in Domino’s Pizza Cempaka Putih. Data analysis using SPSS version 23 to process and analyze research data. The results of this study indicate that Brand Image showed positive and significant effect on Purchase Intention, Product Quality showed positive and significant effect on Purchase Intention and Perceived Price showed positive and significant effect on Purchase Intention.. Keywords: Brand Image, Product Quality, Perceived Price, Purchase Intention, Domino’s Pizz

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