PENGARUH BRAND IMAGE, PERSEPSI HARGA, KUALITAS PRODUK, DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Fore Coffee Pondok Labu)

Naufaldi Athallah Nasution, . (2024) PENGARUH BRAND IMAGE, PERSEPSI HARGA, KUALITAS PRODUK, DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Fore Coffee Pondok Labu). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research utilizes quantitative methods to investigate, analyze, and validate how brand image, price perception, product quality, and service quality affect purchasing decisions at Fore Coffee Pondok Labu in South Jakarta. The study collects primary data through questionnaires distributed to 151 consumers of Fore Coffee in the Pondok Labu area. Data analysis is performed using both descriptive and inferential techniques with the SmartPLS 4.0 application to evaluate the impact of these variables on consumer purchasing decisions. This approach was chosen to provide a comprehensive understanding of the factors influencing consumers' choices regarding Fore Coffee products. The results from the t and p tests reveal that: 1) Brand Image has a significant effect on purchasing decisions, with a path coefficient of 0.441; 2) Price perception significantly influences purchasing decisions, with a path coefficient of 0.299; 3) Product quality has a notable impact on purchasing decisions, with a path coefficient of 0.152; and 4) Service quality significantly affects purchasing decisions, with a path coefficient of 0.283.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110111228] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Nobelson] [Penguji 2: Pusporini]
Uncontrolled Keywords:	Brand Image, Price Perception, Product Quality, Service Quality
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	NAUFALDI ATHALLAH NASUTION
Date Deposited:	27 Feb 2025 04:10
Last Modified:	27 Feb 2025 04:10
URI:	http://repository.upnvj.ac.id/id/eprint/34651

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