relation: https://eprints.untirta.ac.id/50621/
title: PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KECAP BENTENG SH    (Suatu Kasus Pada CV Firma Sehat)
creator: AISYAH, SHABILLA AURELIA
subject: S Agriculture (General)
description: The sweet soy sauce industry is one of the sectors with significant opportunities and increasing competition. One of the well-known local soy sauce brands is Kecap Benteng SH from Tangerang City. This study aims to analyze the influence of brand image, price, and product quality on the purchasing decision of Kecap Benteng SH at CV Firma Sehat. Data collection techniques used in this study include observation, interviews, and questionnaires. The sampling technique applied is non-probability sampling using the accidental sampling method. The sample in this study consisted of 40 respondents. The analysis methods used in this research include instrument testing (validity and reliability tests), classical assumption tests, multiple regression analysis, and hypothesis testing. The result proved that brand image, price, and product quality simultaneously have a positive influence on purchase decision of kecap benteng SH in CV Firma Sehat. Product quality partially have a positive effect on purchase decision of kecap benteng SH in CV Firma Sehat, but brand image and price partially have no significant effect on purchase decision of kecap benteng SH. CV Firma Sehat is expected to maintain and improve product quality consistently and in line with consumer expectations, in order to increase consumer trust and strengthen customer loyalty.    Keywords: brand image, price, product quality, purchasing decision.
date: 2025-07-04
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50621/1/Shabilla%20Aurelia%20Aisyah_4441210073_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50621/2/Shabilla%20Aurelia%20Aisyah_4441210073_01.pdf
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identifier: https://eprints.untirta.ac.id/50621/3/Shabilla%20Aurelia%20Aisyah_4441210073_02.pdf
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identifier: https://eprints.untirta.ac.id/50621/4/Shabilla%20Aurelia%20Aisyah_4441210073_03.pdf
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identifier: https://eprints.untirta.ac.id/50621/5/Shabilla%20Aurelia%20Aisyah_4441210073_04.pdf
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identifier: https://eprints.untirta.ac.id/50621/6/Shabilla%20Aurelia%20Aisyah_4441210073_05.pdf
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identifier: https://eprints.untirta.ac.id/50621/7/Shabilla%20Aurelia%20Aisyah_4441210073_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50621/8/Shabilla%20Aurelia%20Aisyah_4441210073_Lamp.pdf
identifier:   AISYAH, SHABILLA AURELIA  (2025) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KECAP BENTENG SH (Suatu Kasus Pada CV Firma Sehat).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.