KURNIA, YUYUS YUSTIAN (2020) EVALUASI PRODUCT PRICE, INDIVIDUAL DIFERENCES PERSONALITY, DAN ENVIRONMENT FRIENDLINESS TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ISOTONIK MEREK ISOPLUS. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Reason behind these research was to discover about influence of Product Price, Each Personality Differences against Friendly Environment from Isotonic Drink “Isoplus”. These research populations were runners who practice at GOR Soemantri. Sampling method based on questionnaire and probability sampling method. Sample from this research in accordance with theory from Hair et al. (2008), who was suggested that those samples taken should be based on number of items from statements multiplied by 5-10, namely 29 x5 = 145, then summarized to 150 respondents. Data analysis method used SEM (Structural Equation Model) by Lisrel. These results show that Product Price had strongly mutual impact towards Consumer Purchase Decisions, whereas Each Personality Difference and Friendly Environment had none significant influence over Consumer Purchase Decisions. Keywords: tProduct tPrice, tIndividual tPersonality tDifferences, Environmental Friendliness, tPurchase tDecision. Tujuant penelitiant init adalaht untukt mengetahuit pengaruht Productt tPrice, tIndividual Personalityt tDifferences, tEnvironmental tFriendliness terhadapt Keputusant tPembelian Minumant Isotonikt merekt tIsoplus. tPopulasi tyang tdigunakan tpada triset tini tialah tpara pelarit yangt berlatiht dit tGOR tSoemantri. tPengambilan tsampel padat risett ini tdilakukan menggunakant kuesionert dengan menggunakan tmetode tprobability tsampling. tSampel dalam penelitiant ini menggunakant teorit tHair et al. (2008), yang tmerekomendasikan tsampel untuk diambilt pada penelitiant ini berdasarkant tjumlah item tpernyataan tdikalikan 5-10 yaitu 29 x5 = 145 maka tdibulatkan tmenjadi 150 tresponden. tMetode tanalisis tdata yang tdigunakan pada penelitiant ini yaitu tSEM (Structuralt tEquation tModel) dengan tmenggunakan tLisrel. tHasil penelitiant menunjukkant bahwa tProduct tPrice tberpengaruh tpositif dan tsignifikan tterhadap Keputusant Pembeliant tKonsumen, sedangkan tIndividual tPersonality tDifference dan Environmentalt tFriendliness ttidak tberpengaruh tsignifikan terhadapt Keputusant tPembelian Konsumen. Kata kunci: Productt tPrice, tIndividual tPersonality tDifferences, Environmental Friendliness, Keputusant tPembelian.
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