ALAMSYAH, SAHDAN (2024) PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE SEDAAP (Studi di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT This study aims to analyze the effect of Brand Image, Price, and Promotion on the Purchase Decision of Mie Sedaap Products. The independent variables obtained from the preliminary survey results are brand image, price and promotion. Meanwhile, the dependent variable obtained is the purchasing decision. The population in this study were Sedaap noodle consumers in Tangerang City with the criteria of knowing and having bought Sedaap brand noodles. The research sample used was 150 respondents, using the purposive sampling method. The approach used in this research is a quantitative approach. The data analysis method uses Partial Least Square (Smart-PLS) version 4.0. The results of this research show that Brand Image has a positive and insignificant effect on Purchasing Decisions, Price has a positive and significant effect on Purchasing Decisions, Promotion has a positive and significant effect on Purchasing Decisions. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Harga, dan Promosi terhadap Keputusan Pembelian Produk Mie Sedaap. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Citra Merek, harga, dan promosi. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Populasi dalam penelitian ini adalah konsumen Mie Sedaap yang berada di Kota Tangerang dengan kriteria sudah mengetahui dan sudah pernah membeli Mie merek sedaap. Sampel penelitian yang digunakan sebanyak 150 responden, menggunakan teknik metode purposive sampling. Pendekatan yang dilakukan dalam penelitian ini adalah pendekatan kuantitatif. Metode analisis data menggunakan Partial Least Square (Smart-PLS) versi 4.0. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian, Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 406 |
| NIM/NIDN Creators: | 43120010004 |
| Uncontrolled Keywords: | Citra Merek, Harga, Promosi, Keputusan Pembelian |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 05 Oct 2024 02:57 |
| Last Modified: | 05 Oct 2024 02:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92201 |
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