PENGARUH DIFERENSIASI PRODUK, BRAND IMAGE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN FRESH BEVERAGE DI FAMILYMART BULUNGAN

Firdaus, Muhammad Sandi (2022) PENGARUH DIFERENSIASI PRODUK, BRAND IMAGE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN FRESH BEVERAGE DI FAMILYMART BULUNGAN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Tujuan Penelitian ini adalah untuk mengetahui pengaruh Diferensiasi Produk, Brand Image Dan Harga Terhadap Keputusan Pembelian Konsumen Produk Fresh Beverage di FamilyMart Bulungan. Populasi penelitian ini adalah konsumen FamilyMart Bulungan yang pernah membeli poduk minuman fresh beverage, sampel sebanyak 100 responden berdasarkan metode purposive sampling dan data yang digunakan merupakan data primer berupa kuesioner, dalam pengiriman kusioner penelitian ini menggunakan Google form. Metode analisis data adalah analisis liner berganda dengan aplikasi IBM statistic SPSS v 23. Hasil penelitian menunjukkan bahwa diferensiasi produk berpengaruh signifikan terhadap keputusan pembelian, brand image berpengaruh signifikan terhadap keputusan pembelian, harga berpengaruh signifikan terhadap keputusan pembelian. The purpose of this study was to determine the effect of product differentiation, brand image and price on consumer purchasing decisions for fresh beef products at FamilyMart Bulungan. The population of this research is FamilyMart Bulungan consumers who have bought fresh beverage products, a sample of 100 respondents based on purposive sampling method and the data used is primary data in the form of a questionnaire, in sending this research questionnaire using Google form. The data analysis method is multiple linear analysis with the application of IBM statistics SPSS v 23. The results show that product differentiation has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions, price has a significant effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorNoersanti, LinaNIDN0311017701lina_noersanti@stei.ac.id
Uncontrolled Keywords: Diferensiasi Produk, Brand Image, Harga, Keputusan Pembelian.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: MUHAMMAD SANDI FIRDAUS
Date Deposited: 16 Jan 2023 11:15
Last Modified: 16 Jan 2023 11:15
URI: http://repository.stei.ac.id/id/eprint/9460

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