BUCHORY, AHMAD RIAN (2024) PENGARUH BRAND IMAGE, BRAND TRUST DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FRESTEA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze the influence of Brand Image, Brand Trust and Product Quality on Purchase Decisions for Frestea products. The subjects in this research were consumers who had previously purchased Frestea products. The sample used in this research was 160 respondents. The sampling technique uses purposive sampling using a quantitative descriptive approach. The data analysis used is Smart PLS. The research results show that Brand Image has a positive and significant effect on Purchasing Decisions, Brand Trust has a positive and significant effect on Purchasing Decisions and Product Quality has a positive and significant effect on Purchasing Decisions. Partially, the results obtained are that there is a significant positive influence on Brand Image on Purchasing Decisions, Brand Trust has a positive and significant influence on Purchasing Decisions and Product Quality has a positive and significant influence on Purchasing Decisions. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Brand Trust dan Kualitas Produk terhadap Keputusan Pembelian pada produk Frestea. Subjek pada penelitian ini adalah konsumen yang sebelumnya pernah membeli produk Frestea. Sampel yang digunakan dalam penelitian ini sebanyak 160 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah Smart Pls. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Brand Trust berpengaruh positif dan signifikan tehadap Keputusan Pembelian dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Secara parsial didapatkan hasil yaitu adanya pengaruh positif yang signifikan pada Brand Image terhadap Keputusan Pembelian, Brand Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 287 |
| NIM/NIDN Creators: | 43119010398 |
| Uncontrolled Keywords: | Brand Image, Brand Trust, Kualitas Produk, Keputusan Pembelian Frestea |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 29 Aug 2024 07:42 |
| Last Modified: | 29 Aug 2024 07:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90859 |
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