PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TEH PUCUK HARUM (Studi Kasus Mahasiswa/i Universitas Mercu Buana)

PRATAMA, RIZKY ADI (2018) PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TEH PUCUK HARUM (Studi Kasus Mahasiswa/i Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to determine the effect of brand image and promotion of purchasing decisions. The object of this research is consumers who know and consume Pucuk Harum Tea. The sampling technique uses purposive sampling. This study was conducted on 120 respondents using using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in multiple linear regression test with SPPS 23 software. The results showed that simultaneous and partial Brand Image and Promotion variables had a significant effect on Pucuk Harum Tea Purchasing Decisions. The Pucuk Harum Tea Management should maintain and enhance the Brand Image and Promotion so that consumer Purchasing Decisions can increase. Keywords: Brand Image, Promotion, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh Citra merek dan Promosi terhadap keputusan pembelian. Objek penelitian ini adalah konsumen yang mengetahui dan mengkonsumsi Teh Pucuk Harum. Teknik pengambilan sampel menggunakan purposive sampling. Penelitian ini dilakukan terhadap 120 responden dengan menggunakan dengan menggunakan pendekatan deskrip kuantitatif . Karena itu, analisis data yang digunakan adalah analisis statistic dalam uji regresi linier berganda dengan software SPPS 23. Hasil penelitian menunjukan bahwa secara simultan dan parsial variabel Citra Merek dan Promosi berpengaruh signifikan terhadap Keputusan Pembelian Teh Pucuk Harum. Manajemen Teh Pucuk Harum sebaiknya mempertahankan dan meningkatkan Citra Merek dan Promosi sehingga Keputusan Pembelian konsumen dapat meningkat. Kata kunci : Citra Merek, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 564
NIM/NIDN Creators: 43114010100
Uncontrolled Keywords: Citra Merek, Promosi, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 14 Nov 2018 02:30
Last Modified: 09 Jan 2019 08:36
URI: http://repository.mercubuana.ac.id/id/eprint/45577

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