PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEMEN TIGA RODA

WAFDA, MUHAMMAD ULIL (2021) PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEMEN TIGA RODA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The researchwas to analyze the effect of brand awareness, quality perception, brand associations and brand loyality to decisions made in Semen Tiga Roga. The population in this research is The sample used was 190 respondents, calculated based on the formula The Method of data-collecting using observation method using Partial Least Square. The research proved that brand awareness, quality perception, brand association, brand loyalty had significant and positive impact on product purchase decisions of Semen Tiga Roda. Keywords: Brand Awareness, Quality Perception, Brand Associations, Brand Loyalty, Purchasing Decisions, Semen Tiga Roda Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek terhadap keputusan pembelian Produk Semen Tiga Roda. Populasi dalam penelitian ini adalah Masyarakat di Jakarta Barat Sample yang dipergunakan adalah sebanyak 190 responden, dihitung berdasarkan rumus. Metode pengumpulan data menggunakan metode survey dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek berpengaruh signifikan terhadap keputusan pembelian Produk Semen Tiga Roda. Kata Kunci: Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas Merek, Keputusan Pembelian, Semen Tiga Roda

Item Type: Thesis (S1)
NIM/NIDN Creators: 43116010410
Uncontrolled Keywords: Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas Merek, Keputusan Pembelian, Semen Tiga Roda
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: CALVIN PRASETYO
Date Deposited: 22 Jul 2023 03:53
Last Modified: 22 Jul 2023 03:53
URI: http://repository.mercubuana.ac.id/id/eprint/79469

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