PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP MINAT BELI ES KRIM WALL’S

FAJRIATI, FAJRIATI (2021) PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP MINAT BELI ES KRIM WALL’S. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality on purchase intentions, the effect of promotion on purchase intentions, the effect of brand image on purchase intentions, and the effect of product quality, promotion and brand image together on purchase intentions. The population in this study were Walls ice cream consumers who had never consumed the SeRu! in the city area of South Jakarta. The number of samples used is based on the number of indicators at an error rate of 5%, namely 150. The sampling technique used is convenience sampling. The data analysis used is descriptive analysis and multiple linear regression analysis. The survey was conducted using a questionnaire and then data analysis using SPSS version 23.0. The results showed that product quality had a positive and significant effect on purchase intentions, promotion had a positive and significant effect on purchase intentions, brand image had a positive and significant effect on purchase intentions and product quality, promotion and brand image simultaneously and significantly on Wall's ice cream purchase intentions. Based on the results of this study, Wall's should be able to maintain and increase promotions, because the Promotion variable has a dominant influence in influencing purchase intentions Keywords: Product Quality, Promotion, Brand Image and Purchase Intentions Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk terhadap minat beli, pengaruh promosi terhadap minat beli, pengaruh citra merk terhadap minat beli, dan pengaruh kualitas produk, promosi dan citra merk secara bersama-sama terhadap minat beli. Populasi dalam penelitian ini adalah konsumen es krim Walls yang belum pernah mengkonsumsi varian SeRu! di wilayah kota Jakarta Selatan. Jumlah sampel yang digunakan berdasarkan jumlah indikator pada tingkat kesalahan 5% yaitu 150. Teknik pengambilan sampel yang digunakan adalah convinience sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Survei dilakukan menggunakan kuisioner kemudian analisis data menggunakan SPSS versi 23.0. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat beli, promosi berpengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif dan signifikan terhadap minat beli dan kualitas produk, promosi dan citra merek secara simultan dan signifikan terhadap minat beli es krim Wall’s. Berdasarkan hasil penelitian ini, sebaiknya pihak Wall’s dapat mempertahankan serta meningkatkan Promosi, karena variabel Promosi mempunyai pengaruh yang dominan dalam mempengaruhi Minat Beli. Kata Kunci : Kualitas Produk, Promosi, Citra Merek dan Minat Beli

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