ARNOVA, VIVIAN (2021) PENGARUH CITRA MEREK, KEBUTUHAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BETADINE PADA PT MUNDIPHARMA HEALTCARE INDONESIA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of brand image, need and price on the purchase decision of Betadine products at PT Mundipharma Healthcare Indonesia Jakarta. The population in this study were all consumers of PT. Mundipharma Healthcare Indonesia. In this study, the researcher used a purposive sampling technique. The sample used is 100 people and is calculated based on the theory of Sugiyono (2017). Methods of data collection using the method of direct distribution of questionnaires to consumers of PT. Mundipharma Healthcare Indonesia. The variable measurement scale in this study uses a Likert measurement scale. According to Sugiyono (2017) the Likert scale is a method used to regulate attitudes, opinions, and perceptions of a person or group of people about social phenomena. The method of data analysis carried out in this study used Multiple Linear Regression Analysis with the statistical software program SPSS version 23 (Statistical Package For Social Science). This study proves that brand image and needs have a positive and significant effect on purchasing decisions, but price only has a positive but not significant effect on purchasing decisions. Keywords: Brand Image, Price, Needs, Purchase Decision, Betadine Products. Penelitian ini bertujuan untuk menganalisis Pengaruh Citra Merek, Kebutuhan dan Harga terhadap keputusan pembelian produk Betadine pada PT Mundipharma Healthcare Indonesia Jakarta. Populasi dalam penelitian ini adalah seluruh konsumen PT. Mundipharma Healthcare Indonesia. Dalam penelitian ini peneliti memakai teknik purposive sampling. Sampel yang digunakan adalah 100 orang dan dihitung berdasarkan teori Sugiyono (2017). Metode pengumpulan data menggunakan metode penyebaran langsung kuesioner kepada konsumen PT. Mundipharma Healthcare Indonesia. Skala pengukuran variabel dalam penelitian ini menggunakan skala pengukuran Likert. Menurut Sugiyono (2017) skala likert adalah metode yang digunakan untuk mengatur sikap, pendapat, dan persepsi seseorang atau kelompok orang tentang fenomena sosial. Metode analisis data yang dilakukan pada penelitian ini menggunakan Analisis Regresi Linier Berganda dengan program software statistic SPSS versi 23 (Statistical Package For Social Science). Penelitian ini membuktikan bahwa Citra merek dan Kebutuhn berpengaruh positif dan signifikan terhadap keputusan pembellian, namun Harga hanya berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Harga, Kebutuhan, Keputusan Pembelian, Produk Betadine.
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