PENGARUH PROMOSI, KUALITAS PRODUK, DAN CITRA MEREK TEH BOTOL SOSRO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus pada Konsumen Teh Botol Sosro di Meruya, Jakarta Barat)

HANAFI, MUHAMMAD AWLIYA (2020) PENGARUH PROMOSI, KUALITAS PRODUK, DAN CITRA MEREK TEH BOTOL SOSRO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus pada Konsumen Teh Botol Sosro di Meruya, Jakarta Barat). S1 thesis, Universitas Mercu Buana.

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Abstract

This research was conducted to determine the ef ect of promotion, product quality and brand image of Teh Botol Sosro on consumer purchasing decisions. The subjects in this study were consumers who used Teh Botol Sosro. The sample used in this study was 175 respondents. The sampling technique in this study is to use convenience sampling. By using a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of SEM-PLS. The results of this study indicate that promotion has a significant positive ef ect on purchasing decisions. Product quality using significant positive influence on purchasing decisions and brand image has a significant positive effect on purchasing decisions. Keywords: Promotion, product quality, brand image, purchase decision, Teh Botol Sosro Penelitian ini dilakukan untuk mengetahui pengaruh promosi, kualitas produk dan citra merek Teh Botol Sosro terhadap keputuan pembelian konsumen. Subjek pada penelitian ini adalah konsumen yang menggunakan yang membeli Teh Botol Sosro. Sampel yang digunakan pada penelitian ini adalah sebanyak 175 responden. Teknik pengambilan sampelpada penelitian ini adalah dengan menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa promosi berpengaruh positif siginifikan terhadap keputusan pembelian. Kualitas produk menggunakan berpengaruh positif siginifikan keputusan pembelian dan citra merek berpengaruh positif siginifikan terhadap keputusan pembelian. Kata kunci : Promosi, Kualitas produk, citra merek, keputusan pembelian, Teh Botol Sosro

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 516
Call Number: SE/31/21/268
NIM/NIDN Creators: 43116010091
Uncontrolled Keywords: Promosi, Kualitas produk, citra merek, keputusan pembelian, Teh Botol Sosro
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.2 Beverages, Drinks/Minuman
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 May 2022 15:35
Last Modified: 14 Jun 2023 07:31
URI: http://repository.mercubuana.ac.id/id/eprint/62266

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