PENGARUH BRAND IMAGE, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Pada Kopi Janji Jiwa Citra 6 Kalideres)

RAHMAWATI, DESSY (2022) PENGARUH BRAND IMAGE, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Pada Kopi Janji Jiwa Citra 6 Kalideres). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the Effect of Brand Image, Promotion, And Quality Of Service On Purchase Decisions (Study On Kopi Janji Jiwa Citra 6 Kalideres). This research data is data taken from secondary data of the company and primary data obtained from processing questionnaire data filled out by consumers who have made a purchase decision on the kopi janji jiwa citra 6 Kalideres. The number of samples used was 190 respondents and the analytical technique used in this study was Partial Least Square (PLS) analysis.The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions, service quality has a positive and insignificant effect on purchasing decisions. Keywords: Brand image, Promotion, Service Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui serta menganalisis pengaruh brand image, promosi, dan kualitas pelayanan terhadap keputusan pembelian konsumen pada kopi janji jiwa citra 6 Kalideres. Data penelitian ini merupakan data yang diambil dari data sekunder perusahaan dan data primer yang diperoleh dari pengolahan data kuesioner yang diisi oleh konsumen yang telah melakukan keputusan pembelian terhadap kopi janji jiwa citra 6 Kalideres. Jumlah sampel yang digunakan sebanyak 190 responden dan Teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. Kata kunci : Brand image, Promosi, Kualitas Pelayanan, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 279
NIM/NIDN Creators: 43118010156
Uncontrolled Keywords: Brand image, Promosi, Kualitas Pelayanan, Keputusan Pembelian
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 30 Nov 2022 07:11
Last Modified: 30 Nov 2022 07:11
URI: http://repository.mercubuana.ac.id/id/eprint/72087

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