Suryati, Suryati (2019) THE INFLUENCE OF PRICE, PRODUCT QUALITY AND BRAND AWARENESS ON THE PURCHASE DECISION OF MINERAL WATER “AQUA” IN CUSTOMER RW 010 KELURAHAN KEBON BAWANG, NORTH JAKARTA”. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa kuat hubungan antara persepsi harga, kualitas produk dan kesadaran merek terhadap keputusan pembelian air minum merek aqua pada konsumen RW 010 Kelurahan Kebon Bawang, Jakarta Utara. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif. Metoda yang digunakan dalam penelitian ini adalah metoda survei. Populasi dalam penelitian ini adalah seluruh konsumen yang tinggal dan terdata di RW 010 Kelurahan Kebon Bawang, Jakarta Utara. Sampel dalam penelitian ini sebanyak 100 responden (kepala keluarga) dari 10 RT yang mewakili 13 RT di lingkungan RW 010 Kelurahan Kebon Bawang, Jakarta Utara. Metoda analisis data yang digunakan adalah analisis koefisien determinasi dan uji hipotesis. Berdasarkan hasil uji koefisien determinasi parsial untuk variabel persepsi harga (X1) terhadap keputusan pembelian (Y) diperoleh nilai sebesar 19,09%. Berdasarkan hasil uji koefisien determinasi parsial untuk variabel kualitas produk (X2) terhadap keputusan pembelian (Y) diperoleh niliai sebesar 7,50%. Berdasarkan hasil uji koefisien determinasi parsial untuk variabel kesadaran merek (X3) terhadap keputusan pembelian (Y) diperoleh nilai sebesar 7,95%. Sedangkan hasil uji koefisien determinasi berganda pengaruh persepsi harga(X1), kualitas produk(X2), kesadaran merek (X3) terhadap keputusan pembelian (Y) sebesar 26,30%. Kata kunci : Persepsi Harga, Kualitas Produk, Kesadaran Merek terhadap Keputusan Pembelian This study aims to determine how much influence the price, product quality and brand awareness of mineral water “aqua” purchasing decision in customer RW 010 Kelurahan Kebon Bawang North Jakarta. The strategy used in this study is an associative research strategy. The method used in this research is survey method. Population in this research that is all customer of RW 010 Kelurahan Kebon Bawang, North Jakarta. The sample in this research is 100 responden (the head of family) of 10RT represent on 13RT in RW 010 Kelurahan Kebon Bawang, North Jakarta. Data analysis method used test of determinatin coefficient and hypothesis test. Based on test of partial determination coefficient of price(X1) to purchase decision (Y) obtained value equal to 19.09%. Based on the results of partial determination coefficient test product quality (X2) on the purchase decision (Y) obtained value of 7.50%. According to result of coefficient determination test of partial of brand awereness (X3) to purchasing decision (Y) obtained value equal to 7.95%. While the results of multiple determination influence price, product quality and brand awareness to the purchase decision of 26.30% Key words : Price, Quality Products, and Brand Awareness of Purchase Desicion
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Keuangan | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 10 Jan 2022 10:56 | ||||||||
| Last Modified: | 10 Jan 2022 10:56 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6765 |
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