PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TEH BOTOL SOSRO (STUDI KASUS PADA MASYARAKAT DI WILAYAH JAKARTA SELATAN)

Fachrul Arhinza, . (2021) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TEH BOTOL SOSRO (STUDI KASUS PADA MASYARAKAT DI WILAYAH JAKARTA SELATAN). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of product quality, price and brand image on consumer purchasing decisions from sosro bottled tea. The population in this study are consumers who are in the domicile of South Jakarta. The sample size taken as many as 100 respondents, this study uses a sampling method that is simple random sampling and sample collection technique with probability sampling. Data collection is done through the distribution of questionnaires with the help of google form. The data analysis technique used is the PLS (Partial Least Square) analysis method with smart PLS 3.0 software. The results of this study indicate that (1) product quality has a significant effect on purchasing decisions with a path coefficient of 0.326 (2) price has a significant effect on development decisions with a path coefficient of 0.327 (3) brand image has a significant effect on purchasing decisions with a coefficient value of 0.315.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	[No. Panggil : 1610111109] [Pembimbing : Tati Handayani] [Penguji I : Rosali] [Ketua Penguji : Nani Ariani]
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Fachrul Arhinza
Date Deposited:	01 Nov 2023 06:38
Last Modified:	01 Nov 2023 06:38
URI:	http://repository.upnvj.ac.id/id/eprint/27151

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