PENGARUH CITRA MEREK, KUALITAS PRODUK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK AQUA DI UNIVERSITAS MERCUBUANA BEKASI

SETIAWAN, DODY (2020) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK AQUA DI UNIVERSITAS MERCUBUANA BEKASI. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Kualitas Produk dan Iklan terhadap Keputusan Pembelian air minum dalam kemasan merek AQUA. Penelitian ini mengambil lokasi di Universitas Mercubuana Bekasi. Sampel terdiri dari 100 responden Mahasiswa/i Universitas Mercubuana Bekasi yang mengkonsumsi air minum dalam kemasan merek AQUA. Teknik pengambilan sampel dalam penelitian ini yaitu Purposive Sampling. Analisis data yang digunakan adalah analisis regresi linear berganda dengan program SPSS 25. Hasil penelitian ini menunjukkan secara parsial bahwa, Citra Merek tidak signifikan pengaruhnya terhadap Keputusan Pembelian air minum dalam kemasan merek AQUA di Universitas Mercubuana Bekasi. Kualitas Produk berpengaruh positif signifikan terhadap Keputusan Pembelian air minum dalam kemasan merek AQUA di Universitas Mercubuana Bekasi. Iklan berpengaruh positif signifikan terhadap Keputusan Pembelian air minum dalam kemasan merek AQUA di Universitas Mercubuana Bekasi. Kata kunci: Citra Merek, Kualitas Produk, Iklan, Keputusan Pembelian ABSTRACT The purpose of this study is analyze the impact of Brand Image, Product Quality and Advertisements for the Purchase Decision of drinking water in the AQUA packaging. This research took place at the University of Mercubuana Bekasi. The sample consisted of 100 respondents from the University of Mercubuana Bekasi students who consumed drinking water in the AQUA packaging. The sampling technique in this study is Purposive Sampling. The data analysis used is multiple linear regression analysis with SPSS 25 program. The results of this study show partially that, Brand Image does not have a significant effect for the Purchase Decision of drinking water in the AQUA brand packaging at the University of Mercubuana Bekasi. Product Quality have a significant positive effect for the Purchase Decision of drinking water in the AQUA brand packaging at the University of Mercubuana Bekasi. Advertising have a significant positive effect for the Purchase Decision of drinking water in the AQUA brand packaging at the University of Mercubuana Bekasi. Keywords: Brand Image, Product Quality, Advertising, Purchasing Decision

Item Type: Thesis (S1-Sarjana)
Call Number CD: FE/MJ 19 012
NIM: 43115310014
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Iklan, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nasruddin Mansyur S.Hum
Date Deposited: 18 Dec 2020 07:22
Last Modified: 18 Dec 2020 07:22
URI: http://repository.mercubuana.ac.id/id/eprint/58690

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