PENGARUH BRAND TRUST, HARGA PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN TEPUNG TERIGU BOGASARI (STUDI KASUS PADA KONSUMEN DI KELURAHAN SUKAPURA, CILINCING)

Hermansyah, Hermansyah (2021) PENGARUH BRAND TRUST, HARGA PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN TEPUNG TERIGU BOGASARI (STUDI KASUS PADA KONSUMEN DI KELURAHAN SUKAPURA, CILINCING). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand trust, harga produk, dan brand image terhadap keputusan pembelian tepung terigu Bogasari (Studi Kasus pada Konsumen di Kelurahan Sukapura, Cilincing). Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif dengan metode survey. Populasi dalam penelitian ini adalah seluruh pembeli tepung terigu Bogasari di Kelurahan Sukapura, Cilincing. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive Sampling dengan jumlah sampel sebanyak 97 responden. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis koefisien determinasi dan pengujian hipotesis dengan Software (perangkat lunak) SPSS. Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan terdapat pengaruh yang signifikan brand trust, harga produk, dan brand image terhadap keputusan pembelian tepung terigu Bogasari di Kelurahan Sukapura, Cilincing The aims of this study was to determine the effect of brand trust, product prices, and brand image on purchasing decisions of Bogasari wheat flour (Case Study on Consumers in Sukapura Village, Cilincing). The strategy used an associative strategy with a survey method. The population in this study were all buyers of Bogasari flour in Sukapura Village, Cilincing. The sampling technique used purposive sampling with a total sample of 97 respondents. The data collection technique used questionnaire that has been tested for validity and reliability. This study used the analysis method of the coefficient of determination and hypothesis testing with SPSS software. The results of this study indicated that partially and simultaneously had significant effect of brand trust, product price, and brand image on purchasing decisions for Bogasari flour in Sukapura Village, Cilincing.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMegayani, Megayani0323047610Megayani@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Mr HERMANSYAH
Date Deposited: 24 May 2022 06:27
Last Modified: 24 May 2022 06:27
URI: http://repository.stei.ac.id/id/eprint/7621

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