PENGARUH CITRA MEREK, BRAND AWARENESS, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA ES TEH INDONESIA

SARIPAH, INDRIANA MUIFATUL (2025) PENGARUH CITRA MEREK, BRAND AWARENESS, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA ES TEH INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand image, Brand awareness, and Location on Purchasing decisions for Indonesian Esteh Drinks. The study population was Esteh Indonesia buyers. The sample consisted of 100 respondents, selected using a convenience sampling technique, using a quantitative descriptive approach. Data were collected through a survey with a questionnaire as the instrument. The analysis method used Smart-PLS. The results showed that Brand image, Brand awareness, and Location had a positive and significant influence on Purchasing decisions. Keyword: Brand image, Brand awareness, Location, Purchasing decisions. Penelitian ini bertujuan untuk menganalisis pengaruh Citra merek, Brand awareness, dan Lokasi terhadap Keputusan pembelian pada Minuman EsTeh Indonesia. Populasi penelitian adalah para pembeli EsTeh Indonesia. Sampel berjumlah 100 responden, dipilih dengan teknik convenience sampling, menggunakan pendekatan deskriptif kuantitatif. Data dikumpulkan melalui survei dengan kuesioner sebagai instrumen. Metode analisis menggunakan Smart-PLS. Hasil penelitian menunjukkan bahwa Citra merek, Brand awareness, dan Lokasi berpengaruh positif dan signifikan terhadap Keputusan pembelian. Kata Kunci: Citra merek, Brand awareness, Lokasi, Keputusan pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 414
NIM/NIDN Creators:	43121010047
Uncontrolled Keywords:	Citra merek, Brand awareness, Lokasi, Keputusan pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.2 Museum Management and Use of Physical Plant/Manajemen Museum > 069.29 Utilities and Related Facilities/Kegunaan dan Fasilitas Terkait 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	03 Nov 2025 08:31
Last Modified:	03 Nov 2025 08:31
URI:	http://repository.mercubuana.ac.id/id/eprint/100013

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