PENGARUH HARGA, CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO (Studi Kasus pada Mahasiswa Universitas Mercu Buana Kampus D)

PURWANTI, ENI (2017) PENGARUH HARGA, CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO (Studi Kasus pada Mahasiswa Universitas Mercu Buana Kampus D). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRACT This study aims to determine the effect of those three variabeles : price, brand image and advertisment to buying decision of Teh Botol Sosro. Sample that been obtained in this study were derive from 100 respondens which were purposive sampling chosen from colleger of all study programs at Mercu Buana University. Data analysis method used is multiple linear regression. The result of price Sig. = 0.178 > 0.05, B = – 0.201 dan t count = – 1.357 < t table = 1.665, shows that partially the price has not effect to buying decision, brand image Sig. = 0.000 < 0.05, B = 0.418 dan t count = 3.932 > t table = 1.665 and advertisement Sig. = 0.010 < 0.05, B = 0.373 dan t count = 2.641 > t table = 1.665 shows that partially the brand image and advertisement has positive and significant effect to buying decision. Keywords : Price, Brand Image, Advertisment, Buying Decision ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari ketiga variabel yaitu harga, citra merek dan iklan terhadap keputusan pembelian produk Teh Botol Sosro. Sampel yang diambil dalam penelitian ini berjumlah 100 responden yang dipilih secara purposive sampling dari mahasiswa pada semua program studi di Universitas Mercu Buana Kampus D. Metode data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian harga Sig. = 0.178 > 0.05, B = – 0.201 dan t hitung = – 1.357 < t tabel = 1.665 menunjukkan secara parsial harga tidak berpengaruh signifikan terhadap keputusan pembelian Teh Botol Sosro pada mahasiswa kampus D Universitas Mercu Buana, citra merek Sig. = 0.000 < 0.05, B = 0.418 dan t hitung = 3.932 > t tabel = 1.665 dan iklan Sig. = 0.010 < 0.05, B = 0.373 dan t hitung = 2.641 > t tabel = 1.665 menunjukkan secara parsial citra merek dan iklan berpengaruh postif dan signifikan terhadap keputusan pembelian Teh Botol Sosro pada mahasiswa kampus D Universitas Mercu Buana Kata kunci : Harga, Citra Merek, Iklan, Keputusan Pembelian

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