Tarsan, Tarsan (2022) PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE RAWAMANGUN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh Brand Image, Kualitas Produk dan Gaya Hidup terhadap keputusan pembelian secara parsial dan simultan terhadap Keputusan Pembelian pada Starbucks Coffee Rawamangun. Metodologi yang digunakan dalam penelitian ini adalah metode survei dengan pendekatan kuantitatif. Penelitian ini merupakan jenis penelitian deskriptif dengan pendekatan kuantitatif, yang diukur menggunakan metode berbasis uji koefisien determinasi dengan bantuan SPSS 23.00. Sampel yang ditentukan dengan menggunakan rumus Margine Off Error (MOE) dengan jumlah sampel sebanyak 96. Teknik pengumpulan data dengan menggunakan kuisioner, observasi, dan dokumentasi. Pengujian hipotesis dengan menggunakan uji t dan uji f. Hasil penelitian membuktikan bahwa secara parsial Brand Image berpengaruh terhadap Keputusan Pembelian, Kualitas Produk berpengaruh terhadap Keputusan Pembelian, Gaya Hidup berpengaruh terhadap Keputusan Pembelian dan secara simultan variabel Brand Image, Kualitas Produk dan Gaya Hidup berpengaruh terhadap keputusan pembelian. Kata Kunci : Brand Image , Kualitas Produk, Gaya Hidup, Keputusan Pembelian, Starbucks Coffee ABSTRACT The purpose of this study was to determine the effect of Brand Image, Product Quality and Lifestyle on purchasing decisions partially and simultaneously on purchasing decisions at Starbucks Coffee Rawamangun. The methodology used in this study is a survey method with a quantitative approach. This research is a type of descriptive research with a quantitative approach, which is measured using a method based on the coefficient of determination with the help of SPSS 23.00. The sample is determined using the Margine Off Error (MOE) formula with a total sample of 96. Data collection techniques using questionnaires, observation, and documentation. Hypothesis testing using t test and f test. The results of the study prove that partially Brand Image has an effect on purchasing decisions, Product Quality has an effect on purchasing decisions. Lifestyle influences purchasing decisions and simultaneously brand image, product quality and lifestyle variables influence purchasing decisions. Keywords: Brand Image, Product Quality, Lifestyle, Purchase Decision, Starbucks Coffee
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | TARSAN | ||||||||
| Date Deposited: | 23 Sep 2022 02:28 | ||||||||
| Last Modified: | 23 Sep 2022 02:28 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8455 |
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