SURYANI, FITRI (2019) FAKTOR – FAKTOR YANG MEMPENGARUHI MINAT BELI TEH PUCUK HARUM (Studi Kasus Konsumen di Tip Top Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
The purpose of this research is to know the effects of the Product Quality, Brand Awareness and Advertising on the buying interest of Pucuk Harum Tea. This research was conducted at TIP TOP Rawamangun, East Jakarta. The sample of this research is 97 people. Which was chosen by purposive sampling technique. The method of collecting data is the coefficient of determination analysis and partial hypothesis testing and simultaneous The results of this research showed that 1). The magnitude of the partial determination coefficient with the Product Quality to the buying interest is equal to 9.61% The results of the hypothesis test were obtained Significantly t at 0.2 57 greater than the real level 5% so that H0 is accepted or Ha is rejected, it means that partially there is no positive and significant influence on the quality of products with the buying interest. 2). The magnitude of the partial determination coefficient with the Brand Awareness to the buying interest is equal to 31.69% The results of the hypothesis test were obtained Significantly t at 0,000 greater than the real level 5% so that H0 is rejected or Ha is accepted, it means that there is partially positive and significant influence on brand awareness with buying interest. 3). The magnitude of the partial determination coefficient with the Advertisement to the buying interest is equal to 35.88% The results of the hypothesis test were obtained significantly at 0,000 greater than the real level 5% so that H0 is accepted or Ha is rejected , it means that there is a positive and significant influence Advertising with buying interest. 4). Simultaneous determination coefficient of 43.69% Hypothesis test results were obtained Significantly F of 0,000 smaller than the real level 5% so that H0 is rejected or Ha is accepted, it means that it is proven that simultaneously there is a positive and significant effect of Product Quality, Brand Awareness, and Advertising for buying interest. Keywords : Product Quality, Brand Awareness, Advertising, Buying Interest
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 06 Dec 2021 08:58 | ||||||||
| Last Modified: | 06 Dec 2021 08:58 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6110 |
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