PENGARUH PERLUASAN MEREK, KUALITAS PRODUK DAN KESADARAN MEREK MELALUI CITRA MEREK SEBAGAI PENENTU KEPUTUSAN PEMBELIAN PRODUK MINUMAN ISOTONIK (Survey Pada Konsumen Produk Fatigon Hydro Coco)

Yulianto, Andri (2023) PENGARUH PERLUASAN MEREK, KUALITAS PRODUK DAN KESADARAN MEREK MELALUI CITRA MEREK SEBAGAI PENENTU KEPUTUSAN PEMBELIAN PRODUK MINUMAN ISOTONIK (Survey Pada Konsumen Produk Fatigon Hydro Coco). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine and analyze the effect of brand extension, product quality, brand awareness on purchasing decisions through brand image. This study uses a descriptive quantitative method with a causality approach. The object of research on consumers who buy hydro coco products in Serang District uses a sample of 156 respondents. Questionnaire answers were measured using an interval scale of 1 – 10. Data were analyzed using the SmartPLS Version 3.29 software. The results of this study state that: 1). Brand extension has an effect on brand image. 2). Product quality affects brand image. 3). Brand awareness has no effect on brand image. 4). Brand extension has an effect on purchasing decisions. 5). Product quality affects purchasing decisions. 6). Brand awareness has no effect on purchasing decisions. 7). Brand image has an influence on purchasing decisions. Brand image can mediate between the effect of brand extension and product quality in a partial mediation. Brand image cannot mediate between the influence of brand awareness on purchasing decisions

Item Type:

Thesis (Master)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	MEUTIA, MEUTIA	197208282003122001
Thesis advisor	DAVID RAMDANSYAH, AGUS	197110222009121002

Additional Information:

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perluasan merek, kualitas produk, kesadaran merek terhadap keputusan pembelian melalui citra merek. Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan kausalitas. Objek penelitian pada konsumen yang membeli produk hidro coco di kabupaten serang menggunakan sampel 156 responden. Jawaban kuesioner diukur menggunakan skala interval 1 – 10. Data dianalisis menggunakan bantuan software SmartPLS Versi 3.29. Hasil penelitian ini menyatakan bahwa: 1). Perluasan merek berpengaruh terhadap citra merek. 2). Kualitas produk berpengaruh terhadap citra merek. 3). Kesadaran merek tidak berpengaruh terhadap citra merek. 4). Perluasan merek berpengaruh terhadap keputusan pembelian. 5). Kualitas produk berpengaruh terhadap keputusan pembelian. 6). Kesadaran merek tidak berpengaruh terhadap keputusan pembelian. 7). Citra merek berpengaruh terhadap keputusan pembelian. Citra merek dapat memediasi antara pengaruh perluasan merek dan kualitas produk secara mediasi parsial. Citra merek tidak dapat memediasi antara pengaruh kesadaran merek terhadap keputusan pembelian.

Uncontrolled Keywords:

Keywords: Brand Extension, Product Quality, Brand Awareness, Brand Image, Purchase Decision. Kata Kunci: Perluasan Merek, Kualitas Produk, Kesadaran Merek, Citra Merek, Keputusan Pembelian.

Subjects:

A General Works > AS Academies and learned societies (General)
A General Works > AS Academies and learned societies (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions

Divisions:

02-Fakultas Keguruan dan Ilmu Pendidikan > 84201-Jurusan Pendidikan Ilmu Pengetahuan Alam

Depositing User:

Mr Andri Yulianto

Date Deposited:

22 Sep 2023 15:02

Last Modified:

22 Sep 2023 15:02

URI:

http://eprints.untirta.ac.id/id/eprint/29581

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