Sitompul, Capryam Satahi Pandapotan (2022) PENGARUH CITRA MEREK, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DUNKIN’ DONUTS (Studi Kasus Konsumen Dunkin’ Donuts Bandengan). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis Pengaruh citra merek, promosi dan kualitas produksi terhadap keputusan pembelian Dunkin’ Donut. Variabel dalam penelitian ini adalah citra merek, promosi, kualitas produk dan keputusan pembelian. Populasi dalam penelitian ini adalah konsumen yang pernah datang dan membeli Dunkin’ Donuts. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Jumlah sampel pada penelitian ini sebanyak 180 responden yang merupakan konsumen Dunkin’ Donuts. Teknik pengumpulan data dengan menggunakan kuesioner. Analisis data yang digunakan adalah uji validitas dan reliabilitas, uji discriminant validity dan uji hipotesis. Alat bantupengolahan data menggunakan Partial Least Square (Smart-PLS) versi 3.0. PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa citra merek berpengaruh dan signifikan terhadap keputusan pembelian dengan nilai thitung 2.861 > ttabel 1.960 dengan tingkat signifikansi 0.004, promosi berpengaruh dan signifikan terhadap keputusan pembelian dengan nilai thitung 2.002 > ttabel 1.960 dengan tingkat signifikansi 0,045 dan kualitas produk berpengaruh dan signifikan terhadap keputusan pembelian dengan nilai thitung 11.874 > ttabel 1.960 dengan tingkat signifikansi 0.000. This research aims to analyze the influence of brand image, promotion, and product quality on the purchasing decision of Dunkin' Donuts. The variables in this study are brand image, promotion, product quality, and purchasing decision. The population in this study is consumers who have visited and bought Dunkin' Donuts. The sampling technique used is purposive sampling. The sample size in this study is 180 respondents who are consumers of Dunkin' Donuts. The data collection technique is done using questionnaires. The data analysis used includes validity and reliability tests, discriminant validity tests, and hypothesis tests. The data processing tool used is partial least square (Smart-PLS) version 3.0. The results of the study show that brand image has a significant influence on the purchasing decision with a t-value of 2.861 > t-table 1.960, with a significance level of 0.004. Promotion has a significant influence on the purchasing decision with a t-value of 2.002 > t-table 1.960, with a significance level of 0.045, and product quality has a significant influence on the purchasing decision with a t-value of 11.874 > t-table 1.960, with a significance level of 0.000.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117110402 |
| Uncontrolled Keywords: | Citra Merek, Promosi, Kualitas Produk dan Keputusan Pembelian Brand image, Promotion, Product Quality and Purchase Decision lib. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 21 Feb 2024 06:07 |
| Last Modified: | 21 Feb 2024 06:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86342 |
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