PENGARUH IKLAN TELEVISI, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN BISKUIT KHONG GUAN (Study di wilayah Kunciran Tangerang)

WANA, BUNGA LAHIR (2020) PENGARUH IKLAN TELEVISI, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN BISKUIT KHONG GUAN (Study di wilayah Kunciran Tangerang). S1 thesis, Universitas Mercu Buana.

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Abstract

The purpose of this research is to determind the influence of TV advertisement, brand image, and price perception on buying decision of Khong Guan biscuits in Kunciran Tangerang. This research was conducted on 170 respondents using a quantitative descriptive approach. The data analysis that is used in this research is SEM PLS statistical analysis. The result of this research shows that TV advertisement, brand image, and price perception have a significant and positive influence on the buying decision of Khong Guan Keyword : TV advertisement, brand image, price perception, buying decision Penelitian ini di lakukan untuk mengetahui pengaruh Iklan televisi, citra merek dan persepsi harga terhadap keputusan pembelian biskuit Khong Guan di wilayah Kunciran Tangerang. Penelitian ini dilakukan terhadap 170 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji-t (Bootsstrapping) Iklan televisi, Citra merek dan Persepsi harga berpengaruh signifikan dan positif terhadap Keputusan Pembelian biskuit Khong Guan. Kata kunci : Iklan Televisi, Citra Merek, Persepsi Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 161
NIM/NIDN Creators: 43116110111
Uncontrolled Keywords: Iklan Televisi, Citra Merek, Persepsi Harga, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Mar 2022 02:00
Last Modified: 10 Mar 2022 01:45
URI: http://repository.mercubuana.ac.id/id/eprint/57229

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