PENGARUH KERAGAMAN PRODUK, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MINUMAN CHATIME

CEMERLANG, RETYA FADILA (2023) PENGARUH KERAGAMAN PRODUK, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MINUMAN CHATIME. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to determine the effect of product diversity, brand image, and lifestyle on purchasing decisions drink chatime study. The population of this study were all Chatime consumers in West Jakarta and the number of samples in this study were 102 respondents using a quantitative descriptive method. Data collection techniques using a questionnaire google form. The statistical technique used in this study is the Structural Equation Model (SEM) technique while the data processing tool uses PLS. The results of the study stated that the product variety variable had a significant positive effect on purchasing decisions, brand image had a significant positive effect on purchasing decisions, and lifestyle had a significant positive effect on purchasing decisions for Chatime in West Jakarta. Keywords: Product Diversity, Brand Image, Lifestyle, Purchase Decision Penelitian ini dilakukan untuk mengetahui pengaruh keragaman produk, citra merek dan gaya hidup terhadap keputusan pembelian minuman chatime. Populasi penelitian ini adalah seluruh konsumen Chatime di Jakarta Barat dan jumlah sampel pada penelitian ini adalah 102 responden dengan menggunakan metode deskriptif kuantitatif. Teknik pengumpulan data dengan menggunakan kuesioner google form. Teknik statistik yang digunakan dalam penelitian ini adalah teknik Structural Equation Model (SEM) sedangkan alat pengelolahan data manggunakan PLS. Hasil penelitian menyatakan bahwa variabel keragaman produk berpengaruh positif signifikan terhadap keputusan pembelian, citra merek berpengaruh positif signifikan terhadap keputusan pembelian, dan gaya hidup berpengaruh positif signifikan terhadap keputusan pembelian Chatime di Jakarta Barat. Kata Kunci: Keragaman Produk, Citra Merek, Gaya Hidup, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 115
Call Number:	SE/31/23/240
NIM/NIDN Creators:	43119010158
Uncontrolled Keywords:	Keragaman Produk, Citra Merek, Gaya Hidup, 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:	07 Jul 2023 08:35
Last Modified:	07 Jul 2023 08:35
URI:	http://repository.mercubuana.ac.id/id/eprint/78458

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