ThesisOpen AccessMetadata saja
2026•
Penelitian ini bertujuan untuk mengetahui pengaruh brand image, service quality, dan promotion terhadap purchase decision konsumen McDonald's di Kota Tarakan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 154 responden yang pernah melakukan pembelian di McDonald’s Kota Tarakan. Data dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, dan koefisien determinasi dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa brand image dan service quality berpengaruh negatif dan tidak signifikan terhadap purchase decision, sedangkan promotion berpengaruh positif dan signifikan terhadap purchase decision konsumen McDonald’s di Kota Tarakan. Hasil penelitian ini menunjukkan bahwa promosi menjadi faktor yang paling berpengaruh dalam mendorong keputusan pembelian konsumen.
ThesisOpen AccessMetadata saja
2026•
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, dan word of mouth terhadap keputusan pembelian produk Mixue di Kota Tarakan. Pendekatan yang digunakan adalah kuantitatif dengan metode survei melalui kuesioner berskala Likert yang disebarkan kepada 190 konsumen Mixue di Kota Tarakan dengan teknik purposive sampling. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, sedangkan analisis data dilakukan menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS 26.0 serta didukung oleh uji asumsi klasik. Hasil penelitian menunjukkan bahwa kualitas produk, persepsi harga, dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian produk Mixue di Kota Tarakan. This study aims to analyse the influence of product quality, price perception, and word of mouth on the purchase decision of Mixue products in Tarakan City. The approach is quantitative, with a Likert-scale questionnaire distributed via purposive sampling to 190 Mixue consumers in Tarakan City. The research instrument was tested for validity and reliability, and data analysis was performed using multiple linear regression in SPSS 26.0, supported by classical assumption tests. The study found that product quality, price perception, and word of mouth have a positive and significant effect on the decision to purchase Mixue products in Tarakan City.
ThesisOpen AccessMetadata saja
2026•
Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, kelengkapan produk dan harga terhadap keputusan pembelian. Pada penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan menggunakan metode teknik purposive sampling. Sampel pada penelitian ini adalah konsumen Gramedia Kota Tarakan dengan jumlah 190 responden. Pengukuran variabel pada penelitian ini menggunakan skala Likert. Metode analisis yang digunakan yakni analisis regresi linear berganda yang diolah menggunakan program SPSS Versi 31. Hasil penelitian ini menunjukkan bahwa variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel kelengkapan produk berpengaruh positif dan signifikan terhadap keputusan pembelian, serta variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian di Gramedia Kota Tarakan. This study aims to analyze the impact of product quality, product completeness, and price on purchase decisions. This study uses a quantitative approach with a survey method. The purposive sampling strategy was employed for data collection. The sample for this study comprised 190 users of Gramedia Tarakan. This study employed the Likert scale for variable measurement. The analytical technique employed was multiple linear regression analysis conducted with SPSS Version 31. The findings of this study demonstrate that the product quality variable, the product completeness variable, and the price variable each exert a positive and significant influence on purchasing decisions at Gramedia Tarakan.
ThesisOpen AccessMetadata saja
2026•
THE EFFECT OF BRAND: THE MODOTT, COUNTRY-OF-ORIGIN IMAGE. TAND GLOBAL THE MODERATING EFFECT OF SUBJECTIVE NORMS (A Case Study Of Mcdonald's In Tarakan) Abstract The phenomenon of consumer boycotts against global brands has intensified alongside rising social, political, and ethical awareness. Geopolitical issues and perceptions of a brand's country of origin can trigger collective reactions that Influence purchase decisions. In contrast, global brand strength and subjective norms may function as balancing or reinforcing factors. Accordingly, this study aims to analyze the effects of consumer boycott, country-of-origin image, tudy global brand on purchase decisions, and to examine the role of subjective norms as both a direct and a moderating variable. This research adopts a quantitative approach, using a survey of global brand consumers and Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis with SmartPLS, and employs bootstrapping techniques (p-value 0.05; t-statistic > 1.96). The results indicate that consumer boycott has a negative and significant effect on purchase decisions, whereas country-of-origin image and global brand have positive and significant effects. In contrast, subjective norms do not show a significant effect, either directly or as a moderating variable. These findings suggest that consumers' personal attitudes play a more dominant role than social pressure in shaping purchase decisions. Practically, companies should strengthen their brand image and country- of-origin perceptions when facing boycott-related issues. Theoretically, this study contributes to a deeper understanding of consumer behavior in the context of consumer boycotts and global branding.
ThesisOpen AccessMetadata saja
2021•
Abstract – The purpose of this study was to see how promotion, product quality, and pricing affected purchase decisions and customer stisdaction at Jacko Bakery in Tarakan (Case study in the city of Tarakan). This research took a quantitative approach and relied on survey methods. The sampling technique was purposive sampling, and the sampling method was non-probability sampling. The people of Tarakan who had purchased and consumed Jacko Bakerty bread products were the sample in this study with a total sample of 170 people. Path analysis with SPSS version 16 was utilized as the analytical method. The findings of this study showed that promotion variables had a negative and insignificant effect whereas product quality and price had a positive and substantial effect on purchasing decisions and customer satisfaction on Jacko Bakery in Tarakan.
