YUSTIKA, RATU DINAR MARIANA (2017) PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, LOKASI / SALURAN DISTRIBUSI DAN CITRA MEREK TERHADAP KEPERCAYAAN MEREK DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG KEMASAN DI RETAIL MODERN. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to determine the effect of each variable on brand trust and impact on the purchase decision of cooking oil packaging. The data of this study through the dissemination of questionnaires to 120 respondents. Data collecting method was done by incidental sampling technique through instrument of research questionnaire based on Likert scale and analytical method used in research using Structural Equation Modeling (SEM) using LISREL program. The results showed that all exogenous variables consisting of product quality, price, distribution channel, promotion and brand image have an effect on endogenous variable consisting of brand trust and purchasing decision. Where the most influencing product variables on purchasing decisions. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh masing-masing variabel terhadap kepercayaan merek dan berdampak pada keputusan pembelian minyak goreng kemasan. Data penelitian ini melalui penyebaran kuesioner kepada 120 responden. Metode pengumpulan data dilakukan dengan teknik insidental sampling melalui instrumen kuesioner penelitian yang disusun berdasarkan skala likert dan metode analisis yang digunakan pada penelitian menggunakan Structural Equation Modeling (SEM) dengan menggunakan program LISREL. Hasil penelitian menunjukkan bahwa semua variabel eksogen yang terdiri dari kualitas poduk, harga, saluran distribusi, promosi dan citra merek berpengaruh terhadap variabel endogen yang terdiri dari kepercayaan merek dan keputusan pembelian. Dimana variabel produk yang paling berpengaruh terhadap keputusan pembelian.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/551. 17 168 |
| NIM/NIDN Creators: | 55114120170 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Lokasi/Distribusi, Promosi, Citra Merek, Kepercayaan merek, Keputusan Pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 29 Jun 2024 08:11 |
| Last Modified: | 30 Jul 2024 06:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89296 |
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