Wiatmana, Alain D (2012) PERSEPSI KONSUMEN TERHADAP UNSUR BAURAN PEMASARAN DAN BRAND EQUITY DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK PRIVATE LABEL CARREFOUR. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Hal Cover)
Cover Lgkp.pdf Download (403kB) | Preview |
|
|
Text (Abstrak)
Abstrak 01.pdf Download (101kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
BAB 1.pdf Restricted to Registered users only Download (112kB) |
|
|
Text (Bab 2)
BAB 2.pdf Restricted to Registered users only Download (123kB) |
|
|
Text (Bab 3)
BAB 3.pdf Restricted to Registered users only Download (254kB) |
|
|
Text (Bab 4)
BAB 4.pdf Restricted to Registered users only Download (174kB) |
|
|
Text (Bab 5)
BAB 5.pdf Restricted to Registered users only Download (299kB) |
|
|
Text (Bab 6)
BAB 6.pdf Restricted to Registered users only Download (94kB) |
|
|
Text (Daftar Pustaka)
Daftar Pustaka 01.pdf Restricted to Registered users only Download (323kB) |
Abstract
This study aims to analyze Consumer Perceptions toward Marketing Mix and Brand Equity Elements that influence Buying Decisions of Carrefour Private Label Products. The research methodology used is descriptive quantitative. Samples of this research are Carrefour Lebak Bulus consumers. Data collection method using survey. Data analyzed by multiple regression / correlational and analysis of quantitative data. The results showed that there are positive and significant effect of the Marketing Mix and Brand Equity either partially or jointly to the Private Label Product Purchase Decision Carrefour. It is discovered that price and brand association that have the strongest influence on consumer perceptions in influencing purchasing decisions private label products. It is suggested it should be prioritized by Carrefour and Carrefour management to increase their sales of private label products. Keywords: Consumer Perceptions, Marketing Mix, Brand Equity, Buying Decision, Price, Brand Association, Carrefour Private Label Products Penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap unsur Bauran Pemasaran dan Brand Equity dalam mempengaruhi Keputusan Pembelian produk Private Label Carrefour. Metodologi penelitian yang digunakan adalah Deskriptif Kuantitatif. Sampel penelitian ini adalah konsumen Carrefour Lebak Bulus Metode pengumpulan data dengan menggunakan metode survey. Data dianalisa dengan analisis regresi berganda/korelasional dan analisis data kuantitatif. Hasil yang di dapat bahwa terdapat pengaruh positif dan signifikan Bauran Pemasaran dan Brand Equity baik secara parsial maupun bersama-sama terhadap Keputusan Pembelian produk Private Label Carrefour. Ditemukan bahwa harga dari dan asosiasi merek mempunyai pengaruh paling kuat pada persepsi konsumen dalam mempengaruhi keputusan pembelian produk private Label Carrefour. Disarankan agar kedua hal tersebut harus diprioritaskan oleh manajemen Carrefour untuk meningkatkan penjualan produk private labelnya. Kata kunci: Persepsi Konsumen, Bauran Pemasaran, Brand Equity, Keputusan Pembelian, Harga, Asosiasi Merek, Produk Private Label Carrefour
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-12-092 |
| Call Number: | TM/51/13/002 |
| NIM/NIDN Creators: | 55108120021 |
| Uncontrolled Keywords: | Konsepsi Konsumen, Bauran Pemasaran Brand Equality, mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 08 Jan 2013 09:47 |
| Last Modified: | 12 Jul 2022 07:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/38407 |
Actions (login required)
 |
View Item |
