CARENTIA, MUSELA (2022) PENGARUH BRAND IMAGE, HARGA DAN PROMOSI PRODUK MINYAK GORENG TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN PADA RETAIL MINIMARKET KABUPATEN BEKASI DENGAN METODE SEM-PLS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The existence of phenomena that occur at this time, namely the diversity of products, prices and promotion of cooking oil products which are considered by consumers in making purchasing decisions as a result of which consumers finally have to form a selective choice, which cooking oil to consume daily. This study uses variance base Structural Equation Modeling (SEM) with data processing using a model from a variance based SEM, namely Smart Partial Least Square (Smart-PLS). From the results of the research conducted, hypothesis testing shows that the Brand Image variable has a positive influence on the Purchase Decision variable with a value of 0.281 or 28.1% shown in the original sample value. The test results on the Brand Image variable obtained statistical t-test data from the PLS analysis which showed a calculated t value of 2.628 table t values of 1.96 and a signification value (P values) of 0.009 where the value was smaller than 0.05. Price affects purchasing decisions. The indicator that has the highest score on the Price variable is the Rebate indicator. Keywords: Brand image, price, promotion, purchasing decision, customer satisfaction, structural equation modeling (SEM), smartpls. Adanya fenomena yang terjadi waktu ini yaitu keragaman produk, harga dan promosi produk minyak goreng yang menjadi pertimbangan konsumen dalam mengambil keputusan pembelian sebagai akibatnya mengakibatkan konsumen akhirnya harus membentuk pilihan selektif, minyak goreng mana yang akan dikonsumsi sehari-hari. penelitian ini menggunakan variance base Structural Equation Modeling (SEM) dengan pengolahan data menggunakan model dari variance based SEM yaitu Smart Partial Least Square (Smart-PLS). Dari hasil penelitian yang dilakukan, pengujian hipotesis memperlihatkan bahwa variabel Brand Image memiliki pengaruh positif terhadap variabel Keputusan Pembelian dengan nilai sebesar 0,281 atau 28,1% yang diperlihatkan pada nilai original sample. Hasil pengujian pada variabel Brand Image diperoleh data uji t statistik dari analisis PLS yang menjukkan nilai t hitung sebesar 2,628 nilai t tabel 1,96 dan nilai signifikasi (P values) sebesar 0,009 dimana nilai tersebut lebih kecil dari 0,05. Harga berpengaruh terhadap Keputusan Pembelian. Indikator yang mempunyai skor tertinggi pada variabel Harga adalah indikator Potongan Harga. Kata kunci : Brand image, harga, promosi, keputusan pembelian, kepuasan pelanggan, structural equation modeling (SEM), smartpls.
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