PENGARUH BRAND IMAGE, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SATE MARANGGI KATRESNA (STUDI KASUS PADA SATE MARANGGI KATRESNA CABANG CIPTA KARYA PURWAKARTA)

DEVI GUSRANI NAIBAHO, LUSIANA (2024) PENGARUH BRAND IMAGE, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SATE MARANGGI KATRESNA (STUDI KASUS PADA SATE MARANGGI KATRESNA CABANG CIPTA KARYA PURWAKARTA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims to analyze the influence of brand image, price and product quality on purchasing decisions for Sate Maranggi (case study at Sate Maranggi, Katresna Cipta Karya Purwakarta Branch). The number of respondents in this study was 40 respondents. Sampling used non-probability sampling in the form of incidental sampling. Data collection techniques through observation, interviews and questionnaires. The method used in this research uses multiple regression analysis tests with simultaneous (F test) and partial (t test) effects. The analytical tool used is SPSS version 26. The results of this research indicate that the variables of brand image and product quality have a significant influence on purchasing decisions for Sate Maranggi Katresna Cipta Karya Purwakarta Branch. The price variable does not have a significant influence on purchasing decisions for Sate Maranggi Katresna Cipta Karya Purwakarta Branch.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	PANCAWATI, JUWARIN	197502142003122001
Thesis advisor	GUNAWAN, GUGUN	196211102000121001

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, harga dan produk kualitas terhadap keputusan pembelian Sate Maranggi (studi kasus pada Sate Maranggi, Katresna Cipta Karya Cabang Purwakarta). Jumlah responden pada penelitian ini adalah 40 responden. Pengambilan sampel menggunakan non-probability sampling berupa incidental sampling. Teknik pengumpulan data melalui observasi, wawancara dan kuesioner. Metode yang digunakan dalam penelitian ini menggunakan regresi berganda uji analisis dengan pengaruh simultan (uji F) dan parsial (uji t). Alat analisis yang digunakan adalah SPSS versi 26. Hasil penelitian ini menunjukkan bahwa variabel citra merek dan kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian Sate Maranggi Katresna Cabang Cipta Karya Purwakarta. Variabel harga tidak memiliki pengaruh signifikan terhadap keputusan pembelian Sate Maranggi Katresna Cabang Cipta Karya Purwakarta.

Uncontrolled Keywords:

Brand Image, Price, Product Quality, Purchase Decision

Subjects:

S Agriculture > S Agriculture (General)
Communication > Communication (General)

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

LUSIANA DEVI GUSRANI NAIBAHO

Date Deposited:

20 Aug 2024 10:02

Last Modified:

20 Aug 2024 10:02

URI:

http://eprints.untirta.ac.id/id/eprint/39793

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