PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN CITRA TOWER KEMAYORAN

Muhammad Rafka Putra, . (2023) PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN CITRA TOWER KEMAYORAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Coffee is a commodity that is widely consumed by Indonesian people today. This phenomenon is influenced by lifestyle changes in society which have had an impact on the emergence of many coffe shops in Indonesia, both small and large scale. This research is a quantitative study with the aim of knowing, analyzing and proving the influence of Brand Image, Service Quality and Price Perception on Purchasing Decisions for Citra Tower Kemayoran Kopi Kenangan. This research used quantitative methods with primary data collection. Data was collected using a non-probability sampling technique with purposive sampling. Questionnaires were distributed to 100 respondents via Google Form who had the criteria of being over 17 years old, having made purchases more than twice in one month, and active in the kemayoran sub-district. Data analysis techniques use descriptive and inferential analysis using the SmartPLS 3.0 application. The results of data analysis show that (1) Brand Image has no significant influence on purchasing decisions with a path coefficient value of 0.097. (2) Service quality has a significant effect on purchasing decisions with a path coefficient value of 0.575. (3) Price perception has a significant effect on purchasing decisions with a path coefficient value of 0.315.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010111015] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Nobelson] [Penguji 2: Dienni Ruhjatini Sholihah]
Uncontrolled Keywords: Brand Image, Service Quality, Price Perception, Purchasing Decision, Kopi Kenangan.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Muhammad Rafka Putra
Date Deposited: 20 Mar 2024 07:08
Last Modified: 20 Mar 2024 07:08
URI: http://repository.upnvj.ac.id/id/eprint/27844

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