DEWA, BAGAS KUSUMA (2024) PENGARUH CITRA MEREK, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MAKARONI NGEHE ECHO MERCU BUANA (Studi pada Mahasiswa S1 Manajemen Universitas Mercu Buana di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this research is to determine the influence of brand image on purchasing decisions, to determine the influence of promotions on purchasing decisions, to determine the influence of price on purchasing decisions. This type of research is quantitative. The population of this study includes all undergraduate management students at universitas mercu buana. The sampling technique uses purposive sampling. The number of samples used in this research consisted 165 of respondents. Data were analyzed using PLS 4.1.0.5. The results of this research show that brand image has a positive and significant effect on purchasing decisions, promotion has a positive and not significant effect on purchasing decisions and price has a positive and significant effect on purchasing decisions. Keywords: Brand Image, Promotion, Price, Purchase Decision. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek berpengaruh terhadap keputusan pembelian, untuk mengetahui pengaruh promosi berpengaruh terhadap keputusan pembelian, untuk mengetahui pengaruh harga berpengaruh terhadap keputusan pembelian. Jenis penelitian ini adalah kuantitatif. Populasi dalam penelitian ini yaitu seluruh mahasiswa S1 manajemen universitas mercu buana. Teknik pengambilan sampel menggunakan purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 165 responden. Data dianalisis menggunakan PLS 4.1.0.5. Hasil penelitian ini menunjukkan bahwa citra merek positif dan signifikan terhadap keputusan pembelian, promosi positif dan tidak signifikan terhadap keputusan pembelian dan harga positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Promosi, Harga, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 374 |
| NIM/NIDN Creators: | 43120010423 |
| Uncontrolled Keywords: | Citra Merek, Promosi, Harga, Keputusan Pembelian. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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: | 01 Oct 2024 07:08 |
| Last Modified: | 01 Oct 2024 07:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91992 |
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