PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MINUMAN BERSODA MEREK FANTA

RAHMALISA, FANNY (2023) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MINUMAN BERSODA MEREK FANTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Product Quality, Brand Image, and Price on the Purchase Decision of Fanta Brand Fizzy Drinks. The population in this study are consumers who have consumed or know the brand of fizzy drink Fanta. The sample used in this study was 100. The sampling method used in this study was the purposive sampling technique, namely the sampling technique of data sources with certain considerations. The power collection method uses primary data, where the data is data obtained directly from research sources either from individuals or individuals, the data includes interviews and the results of filling out questionnaires. The data processing method in this research is using Structural Equation Modeling-Partial Least Square (which will later be referred to as SEM-PLS) through the SmartPLS 3.0 software application. The results showed that product quality (X1) had no significant effect on purchasing decisions, brand image (X2) had a positive and significant effect on purchasing decisions, price (X3) had a positive and significant effect on purchasing decisions. Keywords: Product Quality, Brand Image, Price, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Minuman Bersoda Merek Fanta. Populasi pada penelitian yaitu konsumen yang pernah mengkonsumsi atau mengetahui minuman bersoda merek fanta. Sempel yang digunakan dalam penelitian ini sebanyak 100. Metode penarikan sempel yang digunakan dalam penelitian ini adalah Teknik Purposive Sampling, yaitu teknik pengambilan sempel sumber data dengan pertimbangan tertentu. Metode pengumpulan data menggunakan data primer, yaitu dimana data tersebut merupakan data yang didapat langsung dari sumber penelitian baik dari individu atau perseorangan, data tersebut meliputi wawancara maupun hasil dari pengisian kuesioner. Metode pengolahan data dalam penelitian ini adalah menggunakan Structural Equation Modeling-Partial Least Square (yang biasa disebut sebagai SEM-PLS) melalui aplikasi lunak SmartPLS 3.0. Hasil penelitian menunjukan bahwa kuaitas produk (X1) tidak berpengaruh signifikan terhadap keputusan pembelian, Citra Merek (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian, Harga (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian

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