PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SUSU CAIR DALAM KEMASAN SIAP MINUM MEREK BEAR BRAND DI MASA PANDEMI COVID-19 (Studi Kasus di Daerah Jakarta Barat)

WAHIDA, SITI NUR (2022) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SUSU CAIR DALAM KEMASAN SIAP MINUM MEREK BEAR BRAND DI MASA PANDEMI COVID-19 (Studi Kasus di Daerah Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to examine and analyze the effect of product quality, brand image and trust on purchasing decisions of Bear Brand milk in West Jakarta. The design of this study uses a casual design. The population used is consumers from Bojong Indah agents and Bojong Indah basic food stalls who have purchased and consumed Bear Brand milk. The sample used in this study was 190 respondents. The research method of collecting data is through distributing questionnaires. Methods of data analysis using SEM - PLS. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions and brand image has a positive effect on purchasing decisions, and trust has a positive effect on purchasing decisions. Keywords : Product Quality, Brand Image, Trust, Purchasing Decisions Penelitian ini dilakukan untuk menguji dan menganalisis pengaruh kualitas produk, citra merek dan kepercayaan terhadap keputusan pembelian susu Bear Brand di daerah Jakarta Barat. Desain penelitian ini menggunakan desain kasualitas. Populasi yang di gunakan adalah konsumen agen bojong indah dan warung sembako bojong indah yang sudah pernah membeli dan mengonsumsi susu Bear Brand. Sampel yang digunakan dalam penelitian ini adalah sebanyak 190 responden. Metode penelitian pengumpulan data melalui penyebaran kuesioner. Metode analisis data menggunakan SEM – PLS. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dan citra merek berpengaruh positif terhadap keputusan pembelian, serta kepercayaan berpengaruh positif terhadap keputusan pembelian. Kata kunci : Kualitas Produk, Citra Merek, Kepercayaan, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 406
Call Number:	SE/31/23/055
NIM/NIDN Creators:	43118110182
Uncontrolled Keywords:	Kualitas Produk, Citra Merek, Kepercayaan, Keputusan Pembelian
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental 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:	25 Jan 2023 07:59
Last Modified:	25 Jan 2023 07:59
URI:	http://repository.mercubuana.ac.id/id/eprint/73719

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