Mufidah, Aida (2024) Pengaruh Harga, Citra Merek dan Promosi Terhadap Keputusan Pembelian Air Minum Dalam Kemasan Merek Le Mineral (Studi Pada Kantin Pakupatan). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Research regarding purchasing decision for Le Minerale bottled water based on phenomenon business competition, drives companies to offer products that meet customer needs at affordable prices, with a good brand image and promotional strategies that effectively reach consumers. This research aim to determine the influence of Price (X1), Brand Image (X2) and Promotion (X3) on the Purchase Decision (Y) of Le Minerale bottled water at the Pakupatan canteen. The study employed a descriptive quantitative approach using primary and secondary data. The primary data was collected through a questionnaire survey of 96 respondents. The data was analyzed using Microsoft Excel and SPSS 21, with tests for instrument validity, classical assumptions, model accuracy, and multiple regression analysis. The results show that: (1) Price has a significant positive effect on the Purchase Decision, (2) Brand Image has a significant positive effect on the Purchase Decision and (3) Promotion has a significant positive effect on the Purchase Decision of Le Minerale bottled water.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini mengenai keputusan pembelian air minum dalam kemasan Le Minerale yang dilatarbelakangi oleh fenomena persaingan bisnis, mendorong perusahaan untuk menawarkan produk yang sesuai dengan kebutuhan konsumen dengan harga yang terjangkau, dengan citra merek yang baik dan strategi promosi yang efektif menjangkau konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Harga (X1), Citra Merek (X2) dan Promosi (X3) terhadap Keputusan Pembelian (Y) Air Minum Dalam Kemasan Le Minerale di kantin Pakupatan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan menggunakan data primer dan sekunder. Data primer dikumpulkan melalui survei kuesioner terhadap 96 responden. Data dianalisis dengan menggunakan Microsoft Excel dan SPSS 21, dengan uji validitas instrumen, asumsi klasik, ketepatan model, dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) Harga berpengaruh positif signifikan terhadap Keputusan Pembelian, (2) Citra Merek berpengaruh positif signifikan terhadap Keputusan Pembelian dan (3) Promosi berpengaruh positif signifikan terhadap Keputusan Pembelian air minum dalam kemasan Le Minerale. | |||||||||
| Uncontrolled Keywords: | Brand Image, Price, Promotion, Purchase Decision | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Aida Mufidah Mufidah | |||||||||
| Date Deposited: | 23 Sep 2024 15:58 | |||||||||
| Last Modified: | 23 Sep 2024 15:58 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42376 |
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