CRISMONITA, DIYAARONA WAHYU (2022) ANALISIS PENGARUH BRAND IMAGE, BRAND AWARENESS DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIFT. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh brand image,brand awareness dan promosi terhadap keputusan pembelian produk lift. Populasi dalam penelitian ini adalah konsumen PT Tamiang Elevator Jakarta. Sampel yang dipergunakan adalah sebanyak 55 konsumen yang menggunakan lift PT Tamiang Elevator, penelitian ini menggunakan rumus non probability sampling yaitu menggunakan teknik sampling jenuh. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan IBM SPSS Statistics 24. Penelitian ini membuktikan bahwa Brand Image berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. Brand Awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Image, Brand Awareness, Promosi, Keputusan Pembelian. ABSTRACT This research aims to analyze the effect of brand image, brand awareness, and promotion on purchasing decisions for elevator products. The population in this study are consumers of PT Tamiang Elevator Jakarta. The sample used is 55 consumers who use the PT Tamiang Elevator lift, this study uses a non-probability sampling formula that uses a saturated sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The data analysis method uses IBM SPSS Statistics 24. This research proves that Brand Image has a positive but not significant effect on purchasing decisions. Brand Awareness has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Keywords: Brand Image, Brand Awareness, Promotion, Purchase Decision.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 22 095 |
| NIM/NIDN Creators: | 43118310011 |
| Uncontrolled Keywords: | Kata Kunci: Brand Image, Brand Awareness, Promosi, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 28 Dec 2022 07:29 |
| Last Modified: | 28 Dec 2022 07:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/72920 |
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