PENGARUH BRAND IMAGE, BRAND TRUST, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KULO

MUKHTASYN, MUHAMMAD MUCHSIN (2022) PENGARUH BRAND IMAGE, BRAND TRUST, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KULO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand image, brand trust and product quality on purchasing decisions. The population in this study were residents who had bought kulo coffee, especially in the West Jakarta area. The sample used is 150 respondents. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. This study proves that Brand Image has a positive and significant effect on Purchase Decisions. Brand Trust has a positive and significant effect on Purchase Decisions. Product quality has a positive and significant effect on purchasing decisions. Keywords: Brand Image, Brand Trust, Product Quality, Purchase Decisio Penelitian ini bertujuan untuk menganalisis Pengaruh Brand Image, Brand Trust dan Kualitas Produk terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah penduduk yang pernah membeli kopi kulo khususnya daerah Jakarta Barat. Sampel yang digunakan adalah sebanyak 150 responden. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Brand Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci : Brand Image, Brand Trust, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 076
NIM/NIDN Creators: 43117010191
Uncontrolled Keywords: Brand Image, Brand Trust, Kualitas Produk, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 24 May 2023 04:35
Last Modified: 03 Jun 2023 02:56
URI: http://repository.mercubuana.ac.id/id/eprint/77612

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