Halomoan, Christianto Williater (2022) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN MINUMAN KOPI (Studi Kasus di Din’s Coffe Roastery Pulo Gebang). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh antara citra merek, persepsi harga, dan promosi online terhadap keputusan pembelian kopi Din’s Coffee Roastery di Pulo Gebang. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Populasi penelitian ini adalah masyarakat yang melakukan pembelian di Din’s Coffee Roastery di Pulo Gebang. Sampel dalam penelitian ini berjumlah 100 orang responden dengan menggunakan purposive sampling. Analisis data penelitian ini menggunakan analisis regresi linier berganda menggunakan SPSS versi 25.0. Hasil penelitian ini membuktikan bahwa: (1) variabel Citra Merek, secara parsial berpengaruh terhadap Keputusn Pembelian (2) Persepsi Harga secara parsial berpengaruh terhadap Keputusan Pembelian (3) Promosi Online secara parsial berpengaruh terhadap Keputusan Pembelian (4) selanjutnya secara simultan dapat dikatakan bahwa variabel Citra Merek, Persepsi Harga, dan Promosi Online berpengaruh terhadap keputusan pembelian. This study aims to determine the effect of brand image, price perception, and online promotion on coffee purchasing decisions at Din's Coffee Roastery in Pulo Gebang. This study uses primary data by distributing questionnaires. The population of this research is people who make purchases at Din's Coffee Roastery in Pulo Gebang. The sample in this study found 100 respondents using purposive sampling. Analysis of the data in this study using multiple linear regression analysis using SPSS version 25.0. The results of this study prove that: (1) Brand Image variable partially affects Purchase Decision (2) Price Perception partially affects Purchase Decision (3) Online Promotion partially affects Purchase Decision (4) then simultaneously it can be said that Brand Image, Price Perception, and Online Promotion variables have an effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Citra Merek, Persepsi Harga dan Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | CHRISTIANTO WILLIATER HALOMOAN | ||||||||
| Date Deposited: | 11 Jan 2023 08:15 | ||||||||
| Last Modified: | 11 Jan 2023 08:15 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9425 |
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