PENGARUH KOMUNIKASI PEMASARAN, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CHATIME (Studi Pada Kantor PT. Chatime di Mall of Serang)

ADLAN, FARHAN MUHAMMAD (2021) PENGARUH KOMUNIKASI PEMASARAN, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CHATIME (Studi Pada Kantor PT. Chatime di Mall of Serang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Chatime is a company engaged in the food & beverage industry and is a tea franchise from Taiwan that offers the most authentic tea experience in the world and is quickly becoming a specialist in fresh tea. This research is to know Marketing Communication, Product Quality and Brand Image Towards Purchasing Decision PT. Chatime at Mall of Serang The object of this research is the customers of PT. Chatime at Mall of Serang This research was conducted on 170 customers. The sample used is a representative sample. This type of research is a causal analysis with a quantitative approach. The sample in this study was 170 customers. The data collection technique used a questionnaire. With data analysis method Variance Based Structural Equation Model with analysis tool Smart-PLS 3.2.9. This research proves that. marketing communication has a significant positive effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions. This study also explains that purchasing decisions are influenced by the model by 94.8% while the remaining 77% is influenced by other variables or factors not examined in this study. Keywords: Marketing Communication, Product Quality, Brand Image on Purchase Decision Chatime merupakan perusahaan yang bergerak di industri food & beverages dan merupakan franchise teh dari Taiwan yang menawarkan pengalaman teh yang paling otentik di dunia dan dengan cepat dikenal menjadi spesialis teh segar. Penelitian ini untuk mengetahui Komunikasi Pemasaran, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian PT. Chatime di Mall of Serang Objek penelitian ini adalah pelanggan PT. Chatime di Mall of Serang Penelitian ini dilakukan terhadap 170 pelanggan. Sampel yang digunakan adalah sampelrepresentatif. Jenis penelitian ini adalah analisis kausal dengan pendekatan kuantitatif. Sampel pada penelitian ini sebanyak 170 pelanggan, Teknik pengumpulan data dengan menggunakan kuesioner. Dengan metode analisis data Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.2.9. Penelitian ini membuktikan bahwa. komunikasi pemasaran berpengaruh positif signifikan terhadap keputusan pembelian kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian, citra merek berpengaruh positif signifikan terhadap keputusan pembelian. Penelitian ini juga menjelaskan bahwa Keputusan Pembelian di pengaruhi model sebesar 94,8% sedangkan sisanya sebesar 77% dipengaruhi oleh variabel atau faktor lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Komunikasi Pemasaran, Kualitas Produk, Citra Merek Terhadap Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010098
Uncontrolled Keywords: Komunikasi Pemasaran, Kualitas Produk, Citra Merek Terhadap 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 28 Jul 2023 04:56
Last Modified: 28 Jul 2023 04:56
URI: http://repository.mercubuana.ac.id/id/eprint/79749

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