WICAKSONO, GIGIH DWI (2019) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN NUGGET PRODUK SO GOOD DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the Influence of Brand Image, Product Quality and Brand Awareness of the Nugget Purchase Decision on So Good Products. This study uses community respondents who are especially buyers of nuggets in West Jakarta. By using purposive sampling as a sampling technique so that 150 respondents were obtained as samples. The approach used in this study is the Structural Equation Model (SEM) with a LISREL (Linear Structural Relationship) analysis tool. The results of this study indicate that Brand Image, Product Quality and Brand Awareness significantly influence Purchase Decisions. This is evidenced from the results of the simultaneous test (Test F) and the results of the partial test (T Test) also showing all the significant values of the three independent variables that support the hypothesis. Keywords: Nugget So Good, Brand Image, Product Quality Brand Awareness and Purchasing Decision. Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Citra Merek, Kualitas Produk Dan Kesadaran Merek Terhadap Keputusan Pembelian Nugget Produk So Good. Penelitian ini menggunakan responden masyarakat yang khususnya pembeli produk nugget yang berada di daerah Jakarta Barat. Dengan menggunakan purposive sampling sebagai teknik penentuan sampel sehingga diperoleh 150 responden sebagai sampel. Pendekatan digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis LISREL (Linear Structural Relationship). Hasil penelitian ini menunjukan bahwa Citra Merek, Kualitas Produk Dan Kesadaran Merek berpengaruh secara signifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dari hasil uji simultan (Uji F) dan hasil uji parsial (Uji T) juga menunjukan semua nilai signifikan dari tiga variabel bebas yang mendukung hipotesis. Kata Kunci: Nugget So Good, Citra Merek, Kualitas Produk Kesadaran Merek dan Keputusan Pembelian.
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