PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP MINAT BELI PADA RICHEESE FACTORY DI JAKARTA SELATAN

MAULANA, MUHAMAD AKMAL (2025) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP MINAT BELI PADA RICHEESE FACTORY DI JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
01 Cover.pdf
Download (438kB) | Preview
[img] Text (BAB I)
02 BAB 1.pdf
Restricted to Registered users only
Download (371kB)
[img] Text (BAB II)
03 BAB 2.pdf
Restricted to Registered users only
Download (200kB)
[img] Text (BAB III)
04 BAB 3.pdf
Restricted to Registered users only
Download (146kB)
[img] Text (BAB IV)
05 BAB 4.pdf
Restricted to Registered users only
Download (383kB)
[img] Text (BAB V)
06 BAB 5.pdf
Restricted to Registered users only
Download (80kB)
[img] Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf
Restricted to Registered users only
Download (137kB)
[img] Text (LAMPIRAN)
08 Lampiran.pdf
Restricted to Registered users only
Download (285kB)

Abstract

Fast food is often the main option when undergoing a busy routine, not only because of its ease of consumption but also because of its alluring taste. Studies show that fast food has a psychological effect that can increase happiness. In fact, this food is available at an affordable price and provides a satisfying taste pleasure. This study aims to analyze as many as 150 respondents with an age range of 18-55 years selected as research samples using the Hair formula. Data were collected through a survey method using a google form questionnaire. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) with the SmartPLS analysis tool. The results of this study indicate that Brand Image has a positive and significant effect on Purchase Interest at Richeese Factory in South Jakarta. Product Quality has a positive and significant effect on Purchase Interest at Richeese Factory in South Jakarta. Promotion has a positive and significant effect on Purchase Interest at Richeese Factory in South Jakarta. Keywords : Brand Image, Product Quality, Promotion, Purchase Intention, Richeese Factory. Makanan cepat saji seringkali menjadi opsi utama saat menjalani rutinitas yang sibuk, tak hanya karena kemudahannya dalam konsumsi tetapi juga karena cita rasanya yang memikat. Studi menunjukkan bahwa makanan cepat saji memiliki efek psikologis yang dapat meningkatkan rasa bahagia. Faktanya, makanan ini tersedia dengan harga yang terjangkau dan memberikan kenikmatan rasa yang memuaskan. Penelitian ini bertujuan untuk menganalisis sebanyak 150 responden dengan rentang usia 18-55 tahun dipilih sebagai sampel penelitian dengan menggunakan rumus Hair. Data dikumpulkan melalui metode survei menggunakan kuesioner google form. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan Structural Equation Model (SEM) dengan alat analisis SmartPLS. Hasil dari penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Minat Beli pada Richeese Factory di Jakarta Selatan. Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli pada Richeese Factory di Jakarta Selatan. Promosi memiliki pengaruh positif dan signifikan terhadap Minat Beli pada Richeese Factory di Jakarta Selatan. Kata Kunci: Citra Merek, Kualitas Produk, Promosi, Minat Beli, Richese Factory

Item Type: Thesis (S1)
NIM/NIDN Creators: 43120010482
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Promosi, Minat Beli, Richese Factory
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 09 Apr 2026 04:22
Last Modified: 09 Apr 2026 04:22
URI: http://repository.mercubuana.ac.id/id/eprint/101923

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.