PRIHANTORO, TATAK (2021) PENGARUH CITA RASA, CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN INDOMIE GORENG VERSI AYAM GEPREK PRODUK INDOFOOD PADA PASAR TRADISIONAL MERUYA JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
Skripsi Tatak Prihantoro - 43116120359 (Final) cover - daftar lampiran - tatak prihantoro.pdf Download (481kB) |
|
Text (BAB I)
bab 1 - tatak prihantoro.pdf Restricted to Registered users only Download (288kB) |
|
Text (BAB II)
bab 2 - tatak prihantoro.pdf Restricted to Registered users only Download (230kB) |
|
Text (BAB III)
bab 3 - tatak prihantoro.pdf Restricted to Registered users only Download (255kB) |
|
Text (BAB IV)
bab 4 - tatak prihantoro.pdf Restricted to Registered users only Download (821kB) |
|
Text (BAB V)
bab 5 - tatak prihantoro.pdf Restricted to Registered users only Download (163kB) |
|
Text (DAFTAR PUSTAKA)
daftar pustaka - tatak prihantoro.pdf Restricted to Registered users only Download (175kB) |
|
Text (LAMPIRAN)
Lampiran - tatak prihantoro.pdf Restricted to Registered users only Download (2MB) |
Abstract
This study aims to determine the effect of taste, brand image and advertisement on the purchasing decision of Indomie Goreng version of Geprek Chicken, Indofood product at Meruya Traditional Market, West Jakarta, on consumers who have bought the fried Indomie version of Geprek chicken. This research was conducted on 185 respondents using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis with output processing software with SPSS 23, 2021 and primary data is processed using Smart-PLS, 2021. The results of this study indicate that the t test (bootsrapping) independent variables taste, brand image. and advertising has a positive and significant effect on the dependent variable, namely the purchasing decision of Indomie Goreng Version of Geprek Chicken, Indofood Products at Meruya Traditional Market, West Jakarta. Keywords: Taste, Brand Image, Advertising, Purchase Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Cita Rasa, Citra Merek Dan Iklan Terhadap Keputusan Pembelian Indomie Goreng Versi Ayam Geprek Produk Indofood Pada Pasar Tradisional Meruya Jakarta Barat pada konsumen yang sudah pernah membeli Indomie goreng versi ayam geprek. Penelitian ini dilakukan terhadap 185 responden dengan menggunakan pendekatan deskriptif kauntitatif. Oleh karena itu, analisis data yang digunakan adalah analisis statistic dengan software Output pengolahan dengan SPSS 23, 2021 dan data primer diolah dengan menggunakan Smart-PLS, 2021. Hasil penelitian ini menunjukan bahwa secara uji t (bootsrapping) variable independent cita rasa, citra merek dan iklan berpengaruh positif dan signifikan terhadap variable dependen yaitu keputusan pembelian Indomie Goreng Versi Ayam Geprek Produk Indofood Pada Pasar Tradisional Meruya Jakarta Barat. Kata Kunci: Cita Rasa, Citra Merek, Iklan, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120359 |
| Uncontrolled Keywords: | Cita Rasa, Citra Merek, Iklan, Keputusan Pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 10 Jul 2023 04:32 |
| Last Modified: | 10 Jul 2023 04:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78925 |
Actions (login required)
 |
View Item |
