PENGARUH INOVASI PRODUK, CITRA MEREK, PROMOSI DAN HARGA TERHADAP MINAT BELI PRODUK TEH CELUP SARIWANGI

AGUSTIANI, ALFIANITA (2024) PENGARUH INOVASI PRODUK, CITRA MEREK, PROMOSI DAN HARGA TERHADAP MINAT BELI PRODUK TEH CELUP SARIWANGI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines the factors that influence customer buying to interest consumer Teh Celup Sariwangi with the variables Product Innovation, Brand image, Promotion and Price. The object of this research is consumer Teh Celup Sariwangi. This study was conducted on 160 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of product innovation have a positive significant effect on buying to interest, brand image have a positive significant effect on buying to interest, promotion have a positive significant effect on buying to interest and price have a positive significant effect on buying to inffterest consumer at Teh Celup Sariwangi. Keywords: Product Innovation, Brand Image, Promotion, Price, Buying to Interest. Penelitian ini meneliti tentang faktor yang mempengaruhi minat beli produk Teh Celup Sariwangi dengan variabel inovasi produk, citra merek, promosi dan harga. Subjek penelitian ini adalah konsumen Teh Celup Sariwangi. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel inovasi produk berpengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif dan signifikan terhadap minat beli , promosi berpengaruh positif dan signifikan terhadap minat beli dan harga berpengaruh positif dan signifikan terhadap minat beli produk Teh Celup Sariwangi. Kata Kunci: Inovasi Produk, Citra Merek, Promosi, Harga Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 028
Call Number:	SE/31/24/017
NIM/NIDN Creators:	43118110074
Uncontrolled Keywords:	Inovasi Produk, Citra Merek, Promosi, Harga Minat Beli.
Subjects:	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 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	06 Feb 2024 02:07
Last Modified:	06 Feb 2024 02:07
URI:	http://repository.mercubuana.ac.id/id/eprint/85866

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