Ardah, Suci Syabiil (2022) PENGARUH CITRA MEREK PERSEPSI HARGA DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN SUSU JAHE MERAH NAYLA (STUDI KASUS SUSU JAHE MERAH NAYLA DI BEKASI TIMUR REGENCY). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini membahas tentang pengaruhnya citra merek, presepsi harga dan promosi online terhadap keputusan konsumen membeli susu jahe merah Nayla. Tujuannya untuk mengetahui keputusan apa yang mempengaruhi konsumen dalam keputusan pembelian susu jahe merah Nayla di Bekasi Timur Regency, Kota Bekasi. Strategi yang digunakan dalam penelitian ini adalah penelitian asosiatif. Metode yang digunakan dalam penelitian ini adalah metoda survei. Populasi dalam penelitian ini adalah customer dari berbagai kalangan yang pernah melakukan pembelian produk susu jahe merah Nayla. Sampel dalam penelitian ini sebanyak 100 responden. Metode pengumpulan data menggunakan kuesioner. Metoda analisis yang digunakan dalam penelitian ini adalah Regresi Linier Berganda dengan SPSS versi 22. Hasil penelitian menunjukan adanya pengaruh positif dan signifikan dari ketiga variable yang digunakan mempengaruhi pembelian customer dalam mengambil keputusan pembelian susu jahe merah Nayla di Bekasi Timur Regency, Kota Bekasi. Kata Kunci: Citra Merek, Presepsi Haga, Promosi Online, dan Keputusan Pembelian. THE EFFECT OF BRAND IMAGE, PRICE PRECEPTION, ONLINE PROMOTION ON THE PURCHASE DECISION OF SUSU JAHE MERAH NAYLA (CASE STUDY ON SUSU JAHE MERAH NAYLA IN BEKASI TIMUR REGENCY) ABSTRACT This study discusses the influence of brand image, price perception and online promotion on consumer decisions to buy susu jahe merah Nayla. The aim is to find out what decisions affect consumers in purchasing decisions of susu jahe merah Nayla in Bekasi Timur Regency, Bekasi City. The strategy used in this research is associative research. The method used in this research is the survey method. The population in this study were customers from various circles who had purchased susu jahe merah Nayla products. The sample in this study were 100 respondents. Methods of data collection using a questionnaire. The analytical method used in this study is Multiple Linear Regression with SPSS version 22. The results showed that there was a positive and significant effect of the three variables used greatly influencing customer purchases in making decisions to purchase susu jahe merah Nayla in Bekasi Timur regency, Bekasi city. Kata Kunci: Brand Image, Price Preseption, Online Promotion, and Purchace Decision.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SUCI SYABIIL ARDAH | ||||||||
| Date Deposited: | 23 Nov 2022 06:05 | ||||||||
| Last Modified: | 23 Nov 2022 06:05 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8875 |
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