PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ISOTONIK POCARI SWEAT

Iskandar, Nur Muhamad (2022) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ISOTONIK POCARI SWEAT. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand Awareness terhadap Keputusan Pembelian, pengaruh Brand Image terhadap Keputusan Pembelian dan pengaruh Kualitas produk terhadap Keputusan pembelian konsumen produk minuman isotonik Pocari Sweat di Jakarta Timur. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan metode asosiatif dan metode pengumpulan data dalam penelitian ini menggunakan teknik Purposive sampling. Data yang digunakan adalah data primer dengan menyebarkan kuesioner melalui Google Form. Adapun kriteria sampel dalam penenelitian ini adalah responden yang berdomisili di Jakarta Timur dan pernah mengkonsumsi Pocari Sweat minimal 1 kali. Dari penyebaran kuesioner yang telah dilakukan, peneliti mendapatkan 117 responden dan dari data 117 responden tersebut diolah dengan menggunakan software SmartPLS 3.0. Hasilnya adalah variabel Brand Awareness dan variabel Brand Image tidak berpengaruh signifikan terhadap variabel Keputusan Pembelian minuman isotonik Pocari Sweat di Jakarta Timur. Sedangkan variabel Kualitas Produk berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian minuman isotonik Pocari Sweat di Jakarta Timur. ABSTRACT This study aimed to determine the effect of Brand Awareness on Purchase Decisions, the effect of Brand Image on Purchase Decisions and the effect of product quality on consumer purchasing decisions of Pocari Sweat isotonic drinks in East Jakarta. This research used a quantitative research approach with associative methods and data collection methods in this study using purposive sampling technique. The data used is primary data by distributing questionnaires through Google Form. The sample criteria in this study are respondents who live in East Jakarta and have consumed Pocari Sweat at least once. From the questionnaires that have been distributed, the researchers got 117 respondents and from the data of 117 respondents it was processed using SmartPLS 3.0 software. The result is that the Brand Awareness variable and Brand Image variable have no significant effect on the Purchasing Decision variable for Pocari Sweat isotonic drinks in East Jakarta. While the Product Quality variable has a positive and significant effect on the Purchasing Decision variable of Pocari Sweat isotonic drinks in East Jakarta.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorHariyanto, JusufNIDN0325036001jusuf_hariyanto@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: NUR MUHAMAD ISKANDAR
Date Deposited: 12 Sep 2022 11:34
Last Modified: 12 Sep 2022 11:34
URI: http://repository.stei.ac.id/id/eprint/8328

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