ANALISIS PENGARUH BAURAN PROMOSI DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PT. PABRIK CAT DAN TINTA PACIFIC (PACIFIC PAINT)

LIMEYANI, DETJE (2012) ANALISIS PENGARUH BAURAN PROMOSI DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PT. PABRIK CAT DAN TINTA PACIFIC (PACIFIC PAINT). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh bauran promosi dan brand awareness terhadap keputusan pembelian konsumen. Penelitian ini dilakukan di PT Pabrik Cat dan Tinta Pacific (Pacific Paint), responden yang digunakan sebanyak 195 konsumen di lima gerai atau toko yang memiliki omset penjualan tertinggi, dengan karakteristik, jenis kelamin, usia, pendidikan, pekerjaan, lama menggunakan produk Pacifi Paint dan pengeluaran dalam satu bulan. Penelitian ini menggunakan analisa regresi berganda dengan instrumennya meliputi uji validitas, uji reliabilitas, uji multikolonieritas, uji heteroskedastisitas, dan uji normalitas, yang menunjukkan bahwa data dinyatakan valid dan reliabel. Hasil penelitian menunjukkan bahwa bauran promosi dan brand awareness memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada produk cat Pacific Paint. Kata Kunci: bauran promosi, brand awareness, keputusan pembelian The purpose of this study was to examine the effect of the promotion mix and brand awareness on consumer purchasing decisions. The research was conducted at PT Pacific Paint and Ink (Pacific Paint), respondents who used as many as 195 consumers in five outlets or stores that have the highest turnover, with the characteristics, gender, age, education, employment, long used Paint and Pacifi expenditure in a month. This study used regression analysis to test the instrument include validity, reliability testing, multikolonieritas test, test heteroscedasticity, and normality test, which indicates that the data is valid and reliable. The results showed that the mix of promotion and brand awareness has a positive and significant impact on consumer purchasing decisions at Pacific Paint paint products. Keywords: promotion mix, brand awareness, purchase decisions

Item Type: Thesis (S2)
Call Number CD: CDT-551-12-078
NIM/NIDN Creators: 55109120114
Uncontrolled Keywords: bauran promosi, brand awareness, keputusan pembelian, promotion mix, brand awareness, purchase decisions, mps, manajemen pemasaran
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: ORYZA LUVITA
Date Deposited: 09 May 2022 02:37
Last Modified: 12 Jul 2022 06:36
URI: http://repository.mercubuana.ac.id/id/eprint/60795

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