PENGARUH PROMOSI, CITRA MEREK, DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN AC DAIKIN DI JAKARTA (Studi Kasus Pada PT Daikin Airconditioning Indonesia)

WANDARESA, MUTIARA (2019) PENGARUH PROMOSI, CITRA MEREK, DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN AC DAIKIN DI JAKARTA (Studi Kasus Pada PT Daikin Airconditioning Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Business development in Indonesia is growing fast, that is one of the reason that makes the competition more intense. As a form of business PT. Daikin Airconditioning Indonesia n should have a competitive advantage in order to survive or even win the competition. One of the key factor to create competitive advantage is by implementing promotion, brand image, and country of origin properly to create buying decision. This research aims to determime the influence of promotion, brand image, and country of origin influence to buying decision. The object for this research is customer users AC Daikin that located in Jakarta. This research was done to 135 respondents by using quantitative-descriptive approach. Thus, data analysis which is used is statistic analysis in the form of double linear regression test and path analysis. The result of this research shows that either simultaneously or partially, the variable of promotion, brand image, and country of origin influence to buying decision of AC Daikin at Jakarta. It has been proven from the result of (f) simoultant test and the result of (t) partial shows significant point of three independents variables that supports the hipothesys. Therefore, the accepted assumption is, there is influence between promotion, brand image, and country of origin to buying decision. Keywords : promotion, brand image, and country of origin, buying decision Perkembangan bisnis di Indonesia yang semakin berkembang membuat persaingan semakin meningkat. Sebagai salah satu bentuk usaha PT. Daikin Airconditioning Indonesia harus memiliki keunggulan bersaing agar tetap bertahan atau bahkan memenangkan persaingan dalam bisnis persaingan global. Salah satu cara untuk menciptakan keunggulan bersaing adalah dengan menerapkan promosi, citra merek, dan country of origin dengan baik sehingga dapat menciptakan keputusan pembelian. Penelitian ini untuk mengetahui pengaruh promosi, citra merek, dan country of origin terhadap keputusan pembelian. Objek penelitian ini adalah seluruh konsumen pengguna AC daikin yang berlokasi di Jakarta. Penelitian ini dilakukan terhadap 135 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisa data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda dan analisis jalur. Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan, variabel promosi, citra merek, dan country of origin mempunyai pengaruh yang signifikan terhadap keputusan pembelian AC Daikin. Hal ini dibuktikan dari hasil uji simultan (uji F) dan hasil uji parsial (uji t) juga menunjukkan nilai signifikan dari tiga variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara simultan antara variabel promosi, citra merek, dan country of origin keputusan pembelian. Kata kunci : promosi, citra merek, country of origin, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 049
NIM/NIDN Creators: 43111120221
Uncontrolled Keywords: promosi, citra merek, country of origin, keputusan pembelian
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 06 Feb 2019 02:08
Last Modified: 05 Apr 2022 08:05
URI: http://repository.mercubuana.ac.id/id/eprint/47008

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