WULANDARI, PRATIWI (2019) ANALISIS PENGAMBILAN KEPUTUSAN PEMBELIAN MI INSTAN MEREK SARIMI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Abstract. Market share of instant noodles is divided into top several brands, including Indomie, Mie Sedaap, Sarimi and Supermi. The three Indomie, Sarimi and Supermi are under the same producers but with different ranking conditions (based on the Top Brand Index (TBI) Instant Packaging Bags for 2014-2018). This attracted the attention of the author to conduct research on Sarimi which is the third instant noodle. This study aims to analyze Sarimi purchasing decisions and find out the influencing factors. The analytical method used is multiple regressions to see the effect of brand image, product quality and price perception on purchasing decisions. The research respondents consisted of 80 people from Master of Management Mercubuana University postgraduate management. The regression test results reveal that the independent variables that influence purchasing decisions are product quality and price perception. Keywords: brand image, product quality, price perception, purchasing decision, multiple regressions. Abstrak. Pangsa pasar mi instan yang besar terbagi menjadi beberapa merek dengan urutan teratas, antara lain Indomie, Mie Sedaap, Sarimi dan Supermi. Ketiga produk mi instan Indomie, Sarimi dan Supermi berada dibawah naungan produsen yang sama tetapi dengan kondisi peringkat yang berbeda (berdasarkan Top Brand Index (TBI) Mi instan Kemasan Bag Tahun 2014-2018). Hal ini menarik perhatian penulis untuk melakukan penelitian perihal Sarimi yang merupakan mi instan dengan peringkat ketiga. Penelitian ini bertujuan untuk menganalisis keputusan pembelian Sarimi dan mengetahui faktor-faktor yang mempengaruhi. Metode analisis yang digunakan adalah regresi berganda untuk melihat pengaruh dari citra merek, kualitas produk dan persepsi harga terhadap keputusan pembelian. Responden penelitian terdiri dari mahasiswa pascasarjana Magister Manajemen Universitas Mercubuana kampus menteng sejumlah 80 orang. Hasil uji regresi mengungkapkan bahwa variabel independen yang mempengaruhi keputusan pembelian adalah kualitas produk dan persepsi harga. Keywords: citra merek, kualitas produk, persepsi harga, keputusan pembelian, regresi berganda.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55116110107 |
| Uncontrolled Keywords: | brand image, product quality, price perception, purchasing decision, multiple regressions. citra merek, kualitas produk, persepsi harga, keputusan pembelian, regresi berganda. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 15 Mar 2022 04:19 |
| Last Modified: | 15 Mar 2022 04:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57974 |
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