VINANDA, ARYADI (2022) PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to determine the effect of brand image, price, and promotion on purchasing decisions of Teh Botol Sosro. The object of this research is the person who has bought Teh Botol Sosro. The sample of this study was 154 respondents who were taken by convenience sampling technique and this study used a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis with Output processing software with SPSS 23, 2020 and primary data is processed using Smart-PLS, 2020. The results of this study indicate that brand image, price, and promotion have a significant effect on purchasing decisions of Teh Botol Sosro. Keyword : Brand Image, Price, Promotion, Purchase Decision. Penelitian ini untuk mengetahui pengaruh citra merek, harga, dan promosi terhadap keputusan pembelian Teh Botol Sosro. Objek penelitian ini adalah orang yang pernah membeli Teh Botol Sosro. Sampel penelitian ini adalah sebanyak 154 responden yang diambil dengan teknik convenience sampling dan penelitian ini menggunakan pendekatan deskriptif kuantitatitf. Oleh karena itu, Analisis data yang digunakan adalah analisis statistik dengan software Output pengolahan dengan SPSS 23, 2020 dan Data primer diolah menggunakan Smart-PLS, 2020. Hasil penelitian ini menunjukan bahwa secara citra merek, harga, dan promosi berpengaruh signifikan terhadap keputusan pembelian Teh Botol Sosro. Kata Kunci : Citra Merek, Harga, Promosi, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 22 171 |
| NIM/NIDN Creators: | 43114010017 |
| Uncontrolled Keywords: | Citra Merek, Harga, Promosi, Keputusan Pembelian |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi 600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan 600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan > 613 Personal Health, Hygiene/Ilmu Kesehatan Umum, Kesehatan Individu, Promosi Kesehatan, Higienis Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 18 Oct 2022 00:02 |
| Last Modified: | 19 Oct 2022 03:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70544 |
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