ANALYSIS OF PURCHASE INTENTION, CONSUMER KNOWLEDGE, AND BRAND IMAGE ON PURCHASE DECISIONS OF LE MINERALE AMDK PRODUCTS ON COLLEGE STUDENTS IN THE JABODETABEK CITY AREA

RATU, ADRIAN MANGUN (2023) ANALYSIS OF PURCHASE INTENTION, CONSUMER KNOWLEDGE, AND BRAND IMAGE ON PURCHASE DECISIONS OF LE MINERALE AMDK PRODUCTS ON COLLEGE STUDENTS IN THE JABODETABEK CITY AREA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The author’s reason in doing this research is to Analysis The Effect Of Purchase Intention, Consumer Knowledge, And Brand Image On Purchase Decision Of Le Minerale Air Mineral Dalam Kemasan (AMDK) Products On College Students In The Jabodetabek City Area, because there is an interesting phenomenon where less people buy le minerale, even though le minerale has a different taste and unique packaging than others competitor’s product. The population and sample of this research is college students who consume Le Minerale bottle water. Using the Partial Least Square (PLS) method, data analysis was carried out using the Smart-PLS software version 3. The results showed that Purchase Intention and Brand Image affect purchase decisions, while Customer Knowledge has no significant effect. Keywords: bottle water, le minerale, brand image, purchase intention, consumer knowledge, price, purchase decisions.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 267
Call Number: SE/31/23/344
NIM/NIDN Creators: 43119010179
Uncontrolled Keywords: bottle water, le minerale, brand image, purchase intention, consumer knowledge, price, purchase decisions.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
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 > 658.6 Quality Management/Manajemen Kualitas
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: 31 Oct 2023 03:21
Last Modified: 31 Oct 2023 03:21
URI: http://repository.mercubuana.ac.id/id/eprint/82697

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