PENGARUH HARGA, LOKASI DAN BRAND EQUITY TERHADAP MINAT BELI AYAM GEPREK BENSU

SAPUTRA, DANNY (2020) PENGARUH HARGA, LOKASI DAN BRAND EQUITY TERHADAP MINAT BELI AYAM GEPREK BENSU. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of price, location and brand equity on buying interest in Geprek Bensu Chicken. sampling can be done randomly with a simple random sampling technique of 100 purposive customers. The research data was collected through questionnaire instruments which were then analyzed using multiple linear regression with the help of SPSS version 23 program. The results of the analysis show that: (1) Price has a significant effect on buying interest of Geprek Bensu Chicken, (2) Location has a significant effect on buying interest in Geprek Bensu Chicken, (3) Brand equity has a significant effect on buying interest in Geprek Bensu Chicken, and (4) Price, the location and brand equity simultaneously have a significant effect on buying interest in Geprek Bensu Chicken. Keywords: Price, Location, Brand Equity, Buying Interest Penelitian ini bertujuan untuk mengetahui pengaruh harga, lokasi dan ekuitas merek terhadap minat beli Ayam Geprek Bensu. pengambilan sampel dapat dilakukan secara random yakni dengan teknik purposive sampling sebanyak 100 calon pelanggan. Data penelitian dikumpulkan melalui instrumen kuesioner yang kemudian dianalisis menggunakan regresi linear berganda dengan bantuan program SPSS versi 23. Hasil analisis menunjukkan bahwa : (1) Harga berpengaruh signifikan terhadap minat beli Ayam Geprek Bensu, (2) Lokasi berpengaruh signifikan terhadap minat beli Ayam Geprek Bensu, (3) Ekuitas merek berpengaruh signifikan terhadap minat beli Ayam Geprek Bensu, dan (4) Harga, lokasi dan ekuitas merek secara simultan berpengaruh signifikan terhadap minat beli Ayam Geprek Bensu. Kata kunci : Harga, Lokasi, Ekuitas Merek, Minat Beli

Item Type: Thesis (S1-Sarjana)
NIM: 43114010458
Uncontrolled Keywords: Harga, Lokasi, Ekuitas Merek, Minat Beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 022 Administration of The Physical Plant/Administrasi dan Fisik Perpustakaan > 022.1 Location and Site/Lokasi
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 Jun 2020 04:56
Last Modified: 30 Jun 2020 04:56
URI: http://repository.mercubuana.ac.id/id/eprint/56120

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