PENGARUH KESADARAN MEREK, CITRA MEREK, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI JAKARTA BARAT

ISLAHIYAH, NURUL (2023) PENGARUH KESADARAN MEREK, CITRA MEREK, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand awareness, brand image, and trust on purchasing decisions on memorable coffee. The population in this study is Kopi Kenangan, in west jakarta. The sample used is 150 respondents. Sampling method using purposive sampling. 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 awareness, brand image, and trust has a positive and significant effect on purchasing decisions. Keywords: Brand Awareness, Brand Image, Trust, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, citra merek, dan kepercayaan terhadap keputusan pembelian pada kopi kenangan. Populasi dalam penelitian ini adalah konsumen Kopi Kenangan di Jakarta Barat. Sampel yang dipergunakan adalah sebanyak 150 responden. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa kesadaran merek, citra merek, dan kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kesadaran Merek, Citra Merek, Kepercayaan, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 189
Call Number: SE/31/23/291
NIM/NIDN Creators: 43119010109
Uncontrolled Keywords: Kesadaran Merek, Citra Merek, Kepercayaan, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: 06 Sep 2023 08:11
Last Modified: 06 Sep 2023 08:11
URI: http://repository.mercubuana.ac.id/id/eprint/80353

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