Yurianti, Erika (2022) PENGARUH PROMOSI, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Minuman Tiger Sugar di Dki Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Promosi, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Minuman Tiger Sugar di Dki Jakarta. Variabel bebas dalam penelitian ini adalah Promosi (X1), Brand Image (X2), dan Kualitas Produk (X3). Sedangkan variable terikat dalam penelitian ini adalah Keputusan Pembelian (Y). Penelitian ini menggunakan jenis penelitian kuantitatif, dengan strategi penelitian asosiatif. Populasi dalam penelitian ini ialah konsumen minuman Tiger Sugar di Dki Jakarta. Metode pengambilan sampel menggunakan teknik Non-probability Sampling dengan jenis pendekatan Purposive Sampling dengan jumlah sampel sebanyak 75 responden. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Teknik pengumpulan data primer diperoleh melalui penyebaran kuesioner menggunakan tautan (link) yang disebarkan melalui media sosial. Sedangkan pengumpulan data sekunder diperoleh dari buku-buku, jurnal terdahulu, dan artikel yang berhubungan dengan penelitian yang dilakukan. Metode analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan analisis Partial Least Square (PLS) melalui software SmartPLS 3.3.9 yang meliputi uji outer model, inner model, dan uji hipotesis. Hasil dari penelitian menunjukkan bahwa secara parsial promosi, brand image, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Keputusan Pembelian, Promosi, Brand Image dan Kualitas Produk ABSTRACT This study aims to determine how much influence Promotion, Brand Image, and Product Quality on the Purchase Decisions of Tiger Sugar in DKI Jakarta. The independent variables in this study are Promotion (X1), Brand Image (X2), and Product Quality (X3). While the dependent variable in this study is the Purchase Decision (Y). This research uses quantitative research, with associative research strategy. The population in this study are consumers of Tiger Sugar drinks in DKI Jakarta. The sampling method used non-probability sampling technique with the type of purposive sampling approach with a total sample of 75 respondents. The data used in this study are primary data and secondary data. The primary data collection technique was obtained through distributing questionnaires using links distributed through social media. While secondary data collection was obtained from books, previous journals, and articles related to the research conducted. The data analysis method used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis through SmartPLS 3.3.9 software which includes testing the outer model, inner model, and hypothesis testing. The results of the study showed that partially promotion, brand image, and product quality had a positive and significant effect on purchasing decisions. Keywords: Purchased Decisions, Promotion, Brand Image and Produk Quality
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ERIKA YURIANTI | ||||||||
| Date Deposited: | 03 Jan 2023 05:59 | ||||||||
| Last Modified: | 03 Jan 2023 05:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9270 |
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