PENGARUH PERSEPSI KONSUMEN, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN BERKARBONASI MEREK COCA-COLA (Studi Kasus Pada Konsumen Minuman Coca-cola di Wilayah Kebon Jeruk, Jakarta Barat)

ROMDHONI, ACHMAD ALI (2018) PENGARUH PERSEPSI KONSUMEN, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN BERKARBONASI MEREK COCA-COLA (Studi Kasus Pada Konsumen Minuman Coca-cola di Wilayah Kebon Jeruk, Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of Consumers Perception, Price and Brand Image on Coca-cola Purchase Decision in Indonesia. (Case study on consumer of Coca-cola carbonated beverages sub district Kebon Jeruk, West Jakarta). Sampling technique in this research is Convenience Sampling. Respondents in this study as many as 160 respondents from Coca-cola consumers in subdistrict Kebon Jeruk, West Jakarta. The approach used in this research is Structural Equation Model (SEM) with Smart- PLS analysis tool. Result of research which have been got after doing testing of Structural Model/Hypothesis Test (Inner Model) indicate that variable of Consumers Perception, Price and Brand Image Satisfaction influence to Purchase Decision. Consumers Perception Variable have positive and significant effect to Purchase Decision with value of t-statistics 7,153> 1,96. Price Variable have positive and significant effect to Purchase Decision with t-statistic value 4,731> 1,96. Brand Image Satisfaction Variables have positive and significant effect on Purchase Decision with t-statistics 2,000> 1,96. Keywords: Consumers Perception, Price, Brand Image, Purchase Decision, Structural Equation Model (SEM), Partial Least Square (PLS) Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Persepsi Konsumen, Harga dan Citra Merek Terhadap Keputusan Pembelian Minuman Berkarbonasi Merek Coca-cola di indonesia. (Studi kasus pada konsumen minuman karbonasi Coca-cola di kecamatan Kebon Jeruk, Jakarta Barat). Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Responden dalam penelitian ini sebanyak 160 responden dari konsumen Cocacola di kecamatan Kebon Jeruk, Jakarta Barat. Pendekatan yang di gunakan pada penelitian ini adalah Struktural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian yang telah didapatkan setelah melakukan pengujian Model Struktural/Uji Hipotesis (Inner Model) menunjukkan bahwa Persepsi Konsumen, Harga dan Citra Merek Terhadap Keputusan Pembelian. Variabel Persepsi Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai Nilai t-statistik 7.153> 1,96. Variabel Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai t-statistik 4.731 > 1,96. Variabel Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai t-statistik 2.000> 1,96. Kata kunci : Persepsi Konsumen, Harga, Citra Merek, Keputusan Pembelian, Struktural Equation Model (SEM), Partial Least Square(PLS)

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 458
NIM/NIDN Creators: 43113010040
Uncontrolled Keywords: Persepsi Konsumen, Harga, Citra Merek, Keputusan Pembelian, Struktural Equation Model (SEM), Partial Least Square(PLS)
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Nov 2021 04:58
Last Modified: 25 May 2022 01:51
URI: http://repository.mercubuana.ac.id/id/eprint/50194

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