PENGARUH BRAND IMAGE, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Mixue di Cengkareng Jakarta Barat)

SAFITRI, LIA (2024) PENGARUH BRAND IMAGE, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Mixue di Cengkareng Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of brand image, price perception and promotion on purchasing decisions. In this research, the population is cengakareng west jakarta consumers who have purchased Mixue products at least once. The sample used in this research was data collection of 145 respondents. The data collection method uses a survey method. With google from research, the sampling technique uses purposive sampling. By using a quantitative descriptive approach. The data analysis used is Partial Least Square (PLS). The results of the research analysis show that brand image has a positive and significant effect on purchasing decisions, price perception has a positive and significant effect on purchasing decisions, and promotion has a positive and significant effect on decisions. Keywords: Brand Image, Price Perception, Promotion, Purchasing Decisions. Penelitian ini bertujuan untuk menganalisis pengaruh brand Image, persepsi harga, dan promosi terhadap keputusan pembelian. Dalam penelitian ini populasinya adalah konsumen cengkareng jakarta barat yang telah membeli produk Mixue minimal 1 kali. Sampel yang digunakan dalam penelitian ini adalah pengumpulan data sebanyak 145 responden. Metode pengumpulan data menggunakan metode survei. Dengan penelitian google from, teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah partial least square (PLS). Hasil analisis penelitian menunjukan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, promosi berpengaruh positif dan signifikan terhadap keputusan. Kata kunci : Brand Image, Persepsi Harga, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 390
NIM/NIDN Creators: 43120010307
Uncontrolled Keywords: Brand Image, Persepsi Harga, Promosi, Keputusan Pembelian.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 04 Oct 2024 08:15
Last Modified: 04 Oct 2024 08:15
URI: http://repository.mercubuana.ac.id/id/eprint/92180

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