PENGARUH HARGA, PROMOSI, KUALITAS PELAYANAN DAN KESADARAN MERK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JOEMPA COFFEE

IHSANDITYA, FARHAN (2022) PENGARUH HARGA, PROMOSI, KUALITAS PELAYANAN DAN KESADARAN MERK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JOEMPA COFFEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of PRICE, PROMOTION, QUALITY OF SERVICE AND BRAND AWARENESS ON CONSUMER PURCHASE DECISIONS OF JOEMPA COFFEE. This research data is data taken from secondary data of the company and primary data obtained from processing questionnaire data filled out by prospective consumers with Purchase Decisions at Joempa Coffee. The analytical technique used in this research is to use Partial Least Square (PLS) analysis. The findings of previous researchers indicate that price, promotion, service quality and brand have a positive and significant effect on purchasing decisions. Keywords: Price, Promotion, Service Quality, Brand, Purchase Decision. Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh dari HARGA, PROMOSI, KUALITAS PELAYANAN DAN KESADARAN MERK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JOEMPA COFFEE. Data penelitian ini merupakan data yang diambil dari data sekunder perusahaan dan data primer yang didapat dari pengolahan data kuesioner yang diisi oleh calon konsumen dengan Keputusan Pembelian di Joempa Coffee. Teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil temuan peneliti terdahulu menunjukan bahwa Harga, Promosi, Kualitas Pelayanan dan Kesadaran Merk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci : Harga, Promosi, Kualitas Pelayanan, Brand, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 476
NIM/NIDN Creators: 43118010039
Uncontrolled Keywords: Harga, Promosi, Kualitas Pelayanan, Brand, 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
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: 22 Feb 2023 07:55
Last Modified: 22 Feb 2023 07:55
URI: http://repository.mercubuana.ac.id/id/eprint/74285

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