THE INFLUENCE OF PRICE, PRODUCT QUALITY, PRODUCT TASTE, AND BRAND IMAGE ON THE PURCHASE DECISION (Case Study of Kopi Kenangan in Jakarta)

MAHESWARA, DANDY JAVIER (2022) THE INFLUENCE OF PRICE, PRODUCT QUALITY, PRODUCT TASTE, AND BRAND IMAGE ON THE PURCHASE DECISION (Case Study of Kopi Kenangan in Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to examine and analyze the influence of price, product quality, product taste, and brand image on purchase decisions. The research's population consisted of Kopi Kenangan Jakarta consumer. The sampling procedure used in this research is non-probability sampling. The non-probability sampling technique used is purposive sampling. The type of data used is quantitative data. The data collection method used a survey method, with the research instrument in the form of a questionnaire that was shared to the sample through the Google-Form. The questionnaire will be given criteria and value weights based on a Likert scale. 145 consumers of Kopi Kenangan Jakarta were sent questionnaires, with a return rate of 128%, or 186 respondents. The data analysis is used descriptive analysis by analyzing the data through the Partial Least Square (PLS) application with the SmartPLS version 3.2.9 program. The findings of this research indicate that for Kopi Kenangan Jakarta consumers: (1) Price has a positive and significant influence on Purchase Decision, (2) Product Quality has a positive but not significant influence on Purchase Decision, (3) Product Taste has a positive and significant influence on purchase Decision. (4) Brand Image has a positive and significant influence on purchase Decision. Keywords: Price, Product Quality, Product Taste, Brand Image, Purchase Decision

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 371
Call Number:	SE/31/23/069
NIM/NIDN Creators:	43118010392
Uncontrolled Keywords:	Price, Product Quality, Product Taste, Brand Image, Purchase Decision
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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 > 658.6 Quality Management/Manajemen Kualitas 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	16 Jan 2023 07:03
Last Modified:	16 Jan 2023 07:03
URI:	http://repository.mercubuana.ac.id/id/eprint/73466

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