PENGARUH KUALITAS PELAYANAN, KESADARAN MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SOSIS SO GOOD DI JAPFA BEST STORE

TRISNAWATI, YEYET (2022) PENGARUH KUALITAS PELAYANAN, KESADARAN MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SOSIS SO GOOD DI JAPFA BEST STORE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Service Quality, Brand Awareness and Brand Image towards Consumer’s Purchase Decision on So Good’s Sausage Product. The subjects in this study were consumer who knows and bought So Good’s Sausage. The sample used in this study was 195 respondents. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Service Quality has a significant and positive effect on Purchase Decision. Brand Awareness has a significant and positive effect on Purchase Decision and Brand Image has a significant and positive effect on Purchase Decision. Keyword : Service Quality, Brand Awareness, Brand Image, Purchase Decision, So Good Sausage Penelitian ini untuk mengetahui pengaruh Pengaruh Kualitas Pelayanan, Kesadaran Merek, dan Citra Merek dalam Keputusan Pembelian Sosis So Good di JAPFA Best Store. Subjek pada penelitian ini adalah konsumen yang mengetahui dan pernah membeli produk sosis so good. Sampel yang digunakan dalam penelitian ini adalah sebanyak 195 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kualitas Pelayanan berpengaruh positif dan siginifikan terhadap Purchase Decision. Brand Awareness berpengaruh siginifikan terhadap Purchase Decision dan Brand Image berpengaruh positif dan siginifikan terhadap Purchase Decision. Kata Kunci : Kualitas Pelayanan, Kesadaran Merek, Citra Merek, Keputusan Pembelian, Sosis So Good

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 377
NIM/NIDN Creators:	43117110297
Uncontrolled Keywords:	Kualitas Pelayanan, Kesadaran Merek, Citra Merek, Keputusan Pembelian, Sosis So Good
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 > 658.6 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:	21 Jan 2023 02:05
Last Modified:	21 Jan 2023 02:05
URI:	http://repository.mercubuana.ac.id/id/eprint/73607

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