Rahmadhani, Annisa (2021) PENGARUH PERSEPSI HARGA, MEREK DAN DAYA TARIK IKLAN TERHADAP MINAT BELI PRODUK DIAMOND FRESH MILK. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, merek dan daya tarik iklan terhadap minat beli produk Diamond Fresh Milk. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi penelitian yang bersifat asosiatif dengan metode penelitian yang digunakan adalah metode survey. Dalam penelitian ini, peneliti menggunakan data yang bersifat kuantitatif yaitu berupa hasil kuesioner yang diisi oleh responden yang merupakan konsumen produk Diamond Fresh Milk. Hasil penelitian membuktikan bahwa : 1) Persepsi harga berpengaruh terhadap minat pembelian, 2) Merek berpengaruh terhadap minat pembelian, 3) Daya tarik iklan berpengaruh terhadap minat pembelian, dan 4) Persepsi harga, merek, dan daya tarik iklan berpengaruh terhadap minat pembelian. This study aims to determine the effect of perceived price, brand and advertising attractiveness on interest in buying Diamond Fresh Milk products. The research strategy used in this study is an associative research strategy with the research method used is the survey method. In this study, researchers used quantitative data, namely the results of questionnaires filled out by respondents who were consumers of Diamond Fresh Milk products. The results of the study prove that: 1) Perception of price affects purchase intention, 2) Brand affects purchase intention, 3) Advertising attractiveness affects purchase intention, and 4) Perception of price, brand, and advertising attractiveness affect purchase intention.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ANNISA RAHMADHANI | ||||||||
| Date Deposited: | 02 Dec 2021 05:45 | ||||||||
| Last Modified: | 02 Dec 2021 05:45 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6051 |
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