PENGARUH CITRA MEREK, HARGA DAN IKLAN TERHADAP MINAT BELI KONSUMEN PADA PRODUK EXTRA JOSS BLEND PT BINTANG TOEDJOE JAKARTA

Arifiyansa, Imam (2017) PENGARUH CITRA MEREK, HARGA DAN IKLAN TERHADAP MINAT BELI KONSUMEN PADA PRODUK EXTRA JOSS BLEND PT BINTANG TOEDJOE JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study’s aim to examine and analyze the influence of brand image, pricing and advertising on consumer buying interest in the product of Extra Joss Blend PT Bintang Toedjoe Jakarta. The data used in this research are primary data derived from questionnaires to 100 respondents using purposive sampling. This research uses descriptive method and explanatory with quantitative approach, as well as multiple linear regression to test the hypothesis. The survey revealed that the brand image does not significantly influence consumer buying interest. Price also does not significantly influence consumer buying interest. Ads are the only one that significantly influence consumer buying interest. Brand image, pricing and advertising simultaneously significant influencing consumer buying interest. The correlation between dimensions which had the highest score was the relationship between the dimension of desire on ads with a dimension of desire on buying interest, which means the ability of ads to raise the curiosity of consumers significantly influence consumer purchase interest in the product of Extra Joss Blend. Keywords: brand image, pricing, advertising, buying interest. Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh dari citra merek, harga dan iklan terhadap minat beli konsumen pada produk Extra Joss Blend PT Bintang Toedjoe Jakarta. Data yang digunakan dalam penelitian ini merupakan data primer yang berasal dari penyebaran kuesioner terhadap 100 responden dengan metode purposive sampling. Penelitian menggunakan metode deskriptif dan explainatory dengan pendekatan kuantitatif, serta regresi linier berganda untuk menguji hipotesis. Hasil penelitian diketahui bahwa citra merek tidak berpengaruh signifikan terhadap minat beli konsumen. Selain itu harga juga tidak berpengaruh signifikan terhadap minat beli konsumen. Iklan menjadi satu-satunya yang berpengaruh signifikan terhadap minat beli konsumen. Citra merek, harga dan iklan secara bersama-sama berpengaruh signifikan terhadap minat beli konsumen. Korelasi antar dimensi tertinggi terdapat pada hubungan antara dimensi keinginan pada iklan dengan dimensi keinginan pada minat beli yang berarti kemampuan iklan dalam menimbukan rasa ingin tahu konsumen berpengaruh signifikan terhadap minat beli konsumen pada produk Extra Joss Blend. Kata kunci: citra merek, harga, iklan, minat beli.

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-17-048
NIM/NIDN Creators:	55115110066
Uncontrolled Keywords:	brand image, pricing, advertising, buying interest.citra merek, harga, iklan, minat beli. MPO, manajemen operasional
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:	05 Apr 2022 02:54
Last Modified:	21 Jun 2022 04:32
URI:	http://repository.mercubuana.ac.id/id/eprint/59399

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