PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN PROMOSI TERHADAP MINAT BELI KONSUMEN PADA PRODUK AIR MINUM ISOTONIK MIZONE ( Studi kasus pada konsumen di Bandung )

HOTIMAH, HUSNUL (2017) PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN PROMOSI TERHADAP MINAT BELI KONSUMEN PADA PRODUK AIR MINUM ISOTONIK MIZONE ( Studi kasus pada konsumen di Bandung ). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, citra merek, dan promosi terhadap minat beli konsumen pada produk air minum isotonik Mizone. Objek penelitian ini adalah konsumen yang pernah merasakan minuman isotonik Mizone yang ada di kota Bandung. Data untuk penelitian ini akan di kumpulkan melalui penyebaran kuesioner kepada 100 orang yang pernah mengkonsumsi Mizone. Selanjutnya data akan di olah dengan menggunakan bantuan software SPSS 22. Teknik analisis data yang digunakan adalah linier berganda. Dari hasil uji t bahwa variabel persepi harga dan citra merek tidak berpengaruh signifikan terhadap minat beli. Sementar itu promosi berpengaruh signifikan terhadap minat beli konsumen.This study aims to determine the effect of price perception, brand image, and promotion of consumer purchase interest in Mizone isotonic water products. The object of this study is that consumers have ever felt Mizone isotonic drinks in the city of Bandung. Data for this study will be collected by distributing questionnaires to 100 people who have ever consumed MIZONE. Furthermore, the data will be in though using program SPSS 22. The data analysis technique used is linear regression. From the results of the t test that variable price perception and brand image does not significantly influence buying interest. Temporal promotion significantly influence consumers to purchase intention.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 294
NIM/NIDN Creators: 43113120295
Uncontrolled Keywords: Persepsi Harga, Citra Merek, Promosi, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Admin Perpus UMB
Date Deposited: 22 Mar 2017 10:30
Last Modified: 28 Feb 2024 08:06
URI: http://repository.mercubuana.ac.id/id/eprint/33627

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