Penelitian ini dilakukan untuk menguji pengaruh kepuasan kerja dan motivasi kerja terhadap produktivitas kerja karyawan pada Singaraja Hotel. Penelitian ini merupakan penelitian kuantitatif. Pengumpulan data dilakukan dengan metode kuesioner dan wawancara. Kemudian, data dianalisis dengan menggunakan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) kepuasan kerja dan motivasi kerja secara simultan berpengaruh positif dan signifikan terhadap produktivitas kerja karyawan pada Singaraja Hotel, (2) kepuasan kerja berpengaruh positif dan signifikan terhadap produktivitas kerja karyawan pada Singaraja, dan (3) motivasi kerja berpengaruh positif dan signifikan terhadap produktivitas kerja karyawan pada Singaraja Hotel.Kata kunci : kepuasan kerja, motivasi kerja, produktivitas kerja
Abstrak Penelitian ini bertujuan untuk menguji pengaruh: 1. kualitas produk terhadap keputusan pembelian, 2. Citra merek terhadap keputusan pembelian, 3. kualitas produk terhadap citra merek dan 4. kualitas produk terhadap keputusan pembelian melalui citra merek pada PT Mertha Buana Motor Singaraja. Desain penelitian yang digunakan dalam penelitian ini adalah kuantitatif kausal. Subjek penelitian adalah konsumen pada PT Mertha Buana Motor Singaraja dan objek pada penelitian ini adalah kualitas produk, citra merek dan keputusan pembelian. Sampel dalam penelitian ini berjumlah 120 responden. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan analisis jalur. Hasil penelitian menunjukkan bahwa: 1. kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada PT Mertha Buana Motor Singaraja 2. Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian 3. Kualitas produk berpengaruh positif dan signifikan terhadap citra merek dan 4. Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian melalui citra merek pada PT Mertha Buana Motor Singaraja. Kata kata kunci: citra merek, keputusan pembelian, kualitas produk, perusahaan Abstract This study aims to examine the effect of: 1. Product quality on buying decisions, 2. Brand image towards purchasing decisions, 3. Product quality on brand image, and 4. Product quality on purchasing decisions through brand image at PT Mertha Buana Motor Singaraja. The research design used in this study was quantitative causal. The research subjects were 120 buyers of PT Mertha Buana Motor Singaraja and the objects of this research are product quality, brand image and purchasing decisions. Data were collected using questionnaire and analyzed using path analysis. The results showed that: 1. Product quality has a positive and significant impact on purchasing decisions on PT Mertha Buana Motor Singaraja, 2. Brand image has a positive and significant effect on purchasing decisions, 3. Product quality has a positive and significant impact on brand image, and 4. Product quality has a positive and significant influence on purchasing decisions through brand image on PT Mertha Buana Motor Singaraja Keywords: brand image, buying decisions, product quality, company
The large number of ready-to-drink packaged tea brands on the market encourages companies to compete for potential consumers through a variety of appropriate strategies. In addition to trying to create a brand image, companies are capable of doing other things such as changing the packaging, evaluating the products, and doing attractive promotions. Along with the competition occurring in the ready-to-drink packaged tea industry, companies are required to make changes to increase company assets by improving the company's brand image, and by aggressively doing some promotions. This study used causal quantitative research design. Data was collected using questionnaires and analyzed using multiple linear regression. The results showed that brand image and promotions simultaneously influenced the purchase decisions, brand image partially not significantly influenced the purchase decisions, promotions partially influenced the purchase decisions of frestea in Singaraja.
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