Muhammad Rayhan Ramsyahdira, . (2024) PENGARUH HARGA, BRAND IMAGE, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of Mie Gacoan as a viral noodle brand is influenced by factors such as price, a strong brand image, and quality of service. The phenomenon of viral noodles, including Mie Gacoan, has become an intriguing topic among the public. This trend is driven by the popularity of social media, which accelerates the spread of culinary reviews, especially those focusing on food with unique appearances and appealing flavors. This study aims to examine the influence of price, brand image, and service quality on the purchasing decisions of Mie Gacoan. The study focuses on respondents who are consumers of Mie Gacoan at the Kelapa Dua, Depok branch. The method used in this research is quantitative, with data collected through Likertbased questionnaires distributed to 100 respondents. The sampling technique used is purposive sampling, and data analysis is conducted using the Partial Least Square (PLS) method. The research findings indicate that price, brand image, and service quality significantly influence purchase decisions, with price being the most influential factor. The R² of the model reaches 44.6%, signifying the significant contribution of the three variables to purchase decisions. This study provides valuable insights for Mie Gacoan to strengthen its pricing strategy, brand image, and service quality.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil:2110111246] [Pembingbing: Maria Assumpta Wikantari] [Penguji 1: Lina Aryani] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | Brand image, Mie Gacoan, Purchasing Decisions, Price, Service Quality |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | MUHAMMAD RAYHAN RAMSYAHDIRA |
| Date Deposited: | 24 Feb 2025 02:13 |
| Last Modified: | 24 Feb 2025 02:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34921 |
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