PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP MINAT BELI (Studi Pada Produk Air Kemasan Le Minerale di DKI Jakarta)

SUPRIYONO, JOHAN (2022) PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP MINAT BELI (Studi Pada Produk Air Kemasan Le Minerale di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of brand image, price, and promotion on buying interest in Le Minerale bottled water products in DKI Jakarta. The research design uses a causal design with a quantitative approach. The population in this research is people who have purchased and consumed Le Minerale mineral water products in DKI Jakarta. The sample used in this study was 160 respondents. Methods of data collection through the distribution of questionnaires. Methods of data analysis using SEM - PLS. The research findings show that brand image has a significant positive effect on purchase intention. Price has a significant positive effect on buying interest. Promotion has a significant positive effect on purchase intention. Keywords : Brand Image; Price; Promotion; Buying Interest. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh citra merek, harga, dan promosi terhadap minat beli pada produk air kemasan Le Minerale di DKI Jakarta. Desain penelitian menggunakan desain kausal dengan pendekatan kuantitatif. Populasi dalam peneliti ini adalah masyarakat yang sudah pernah membeli dan mengonsumsi produk air mineral Le Minerale di DKI Jakarta. Sampel yang digunakan dalam penelitian ini sebanyak 160 responden. Metode pengumpulan data melalui penyebaran kuesioner. Metode analisis data menggunakan SEM – PLS. Hasil temuan penelitian menunjukan bahwa citra merek berpengaruh positif signifikan terhadap minat beli. Harga berpengaruh positif signifikan terhadap minat beli. Promosi berpengaruh positif signifikan terhadap minat beli. Kata kunci: Citra Merek; Harga; Promosi; Minat Beli.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 475
NIM/NIDN Creators: 43118110167
Uncontrolled Keywords: Citra Merek; Harga; Promosi; Minat Beli.
Subjects: 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 22 Feb 2023 07:48
Last Modified: 22 Feb 2023 07:48
URI: http://repository.mercubuana.ac.id/id/eprint/74284

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