NURYAPRAJA, RANNY (2019) PERBANDINGAN KUALITAS PRODUK, CITA RASA, MEREK DAN KEPUTUSAN PEMBELIAN KONSUMEN ANTARA PRODUK TEH BOTOL SOSRO DAN ICHI OCHA. S1 thesis, Universitas Mercu Buana.
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Abstract
The objectives of the study were to know the difference in product quality, taste, brand, and consumer purchasing decisions between teh botol sosro and ichi ocha. The data analysis technique used was the one sampel t test and mann whitney. Based on the results of the study, it was found that there is no difference between product quality, taste, brand, and the consumer's purchasing decision between teh botol sosro and ichi ocha. the number of samples in this study were 120 respondents. Therefore, the next ichi ocha and teh botol sosro should be more focus to the improvement of the quality of its products and overall quality so as to always be in the top brand together. Keyword : product quality, Taste, brand, Consumer purchasing decisions Penelitian ini memiliki tujuan untuk mengetahui perbedaan kualitas produk, cita rasa, merek, dan keputusan pembelian konsumen antara teh botol sosro dan teh ichi ocha. Teknik analisis data yang digunakan adalah uji one sampel t test dan mann whitney. Berdasarkan hasil penelitian, ditemukan bahwa tidak terdapat perbedaan kualitas produk, cita rasa, merek, dan keputusan pembelian konsumen antara teh botol sosro dan ichi ocha. jumlah sampel dalam penelitian ini adalah 120 responden. Oleh karena itu, kedepannya ichi ocha dan teh botol sosro harus lebih fokus kepada peningkatan kualitas produknya dan mutu keseluruhan sehingga mampu selalu berada pada posisi top brand bersama-sama. Kata kunci : Kualitas Produk, Cita Rasa, Merek, Keputusan Pembelian Konsumen
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