RESWARI, ARDHANA (2023) PENGARUH VIRAL MARKETING, CITRA MEREK, KUALITAS PRODUK, VARIASI PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN (Studi Kasus pada Mie Gacoan Cabang Bekasi Juanda). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Competition in the business world, especially in the culinary business, requires entrepreneurs to be more creative and innovative in offering their products. One of them is by looking at the needs, wants and habits of consumers, such as consumption of noodles. This study aims to see how viral marketing, brand image, product quality, product variety, and price influence purchasing decisions of Mie Gacoan (a case study at Mie Gacoan Bekasi Juanda Branch). The data collection technique is by observation, interview, and distributing questionnaires. The sample used in this study was 60 samples using purposive sampling technique. The analysis used in this study is an instrument test in the form of validity and reliability tests, classical assumption tests, hypothesis testing, and multiple regression analysis. The results of this study indicate that the viral marketing variable (X1), brand image (X2), product variety (X4), and price (X5) partially and significantly affect the purchasing decision (Y) of Mie Gacoan. Meanwhile, the product quality variable (X3) has no effect and is not significant on purchasing decisions (Y) of Mie Gacoan. It is also known that viral marketing, brand image, product quality, product variety, and price affect the purchasing decision of Mie Gacoan by 66.2%, while the other 33.8% is explained by other variables not examined.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Persaingan di dunia bisnis, khususnya di bisnis kuliner, menuntut para pengusaha untuk lebih kreatif dan inovatif dalam menawarkan produknya. Salah satunya dengan melihat kebutuhan, keinginan dan kebiasaan konsumen, seperti konsumsi mie. Penelitian ini bertujuan untuk melihat bagaimana pengaruh viral marketing, citra merek, kualitas produk, variasi produk, dan harga terhadap keputusan pembelian Mie Gacoan (studi kasus pada Mie Gacoan Cabang Juanda Bekasi). Teknik pengumpulan data dilakukan dengan observasi, wawancara, dan penyebaran kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 60 sampel dengan menggunakan teknik purposive sampling. Analisis yang digunakan dalam penelitian ini adalah uji instrumen berupa uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis, dan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa variabel viral marketing (X1), citra merek (X2), variasi produk (X4), dan harga (X5) secara parsial dan signifikan berpengaruh terhadap keputusan pembelian (Y) Mie Gacoan. Sedangkan variabel kualitas produk (X3) tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian (Y) Mie Gacoan. Diketahui juga bahwa viral marketing, citra merek, kualitas produk, variasi produk, dan harga berpengaruh terhadap keputusan pembelian Mie Gacoan sebesar 66,2%, sedangkan 33,8% lainnya dijelaskan oleh variabel lain yang tidak diteliti. | |||||||||
| Uncontrolled Keywords: | Keywords: brand image, price, product quality, product variety, purchase decisions, viral marketing | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Ardhana Reswari | |||||||||
| Date Deposited: | 01 Aug 2023 16:25 | |||||||||
| Last Modified: | 01 Aug 2023 16:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27571 |
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