Khoirunnisa, Dafa (2024) PENGARUH MEREK, HARGA DAN CITA RASA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN KEKINIAN (Studi Kasus Xi Bo Ba Di Mall Of Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The Indonesian brand Xi Bo Ba is a brand engaged in the frienchise sector that is familiar to millennials. Currently, with many other beverage brands that are no less popular, consumers are faced with a wide selection of brands, prices, and flavors that vary. The existence of competitors is a necessity, all fields of business, low or high demand, and large or small opportunities, competition will always exist. The purpose of this study was to determine the effect of brand, price and taste on purchasing decisions for Xi Bo Ba contemporary beverage products at the Mall Of Serang outlet. The research was conducted at a shopping center, namely Mall Of Serang. The type of research used in this research is quantitative with a descriptive approach. The number of samples used in this study were 43 people using accidental sampling technique. The data processing method used is multiple linear regression analysis using the SPSS version 21 program. The research was conducted at the shopping center, namely Mall Of Serang. The results showed that partially two independent variables, namely brand, and taste, had a significant effect on purchasing decisions. While one other variable, namely price, does not have a significant effect on purchasing decisions for Xi Bo Ba contemporary beverage products at the Mall Of Serang outlet, but simultaneously has a significant effect on purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Brand asal Indonesia Xi Bo Ba adalah brand yang bergerak pada bidang frienchise atau waralaba yang sudah tidak asing lagi dikalangan milenial. Saat ini, dengan banyaknya merek minuman lain yang tak kalah populer menjadikan konsumen berhadapan dengan berbagai macam pilihan merek, harga, dan cita rasa yang bervariasi. Adanya kompetitor atau pesaing adalah keniscayaan, segala bidang bisnis, rendah ataupun tingginya permintaan, dan besar ataupun kecil peluang, persaingan akan selalu ada. Tujuan penelitian ini adalah untuk mengetahui pengaruh merek, harga dan cita rasa terhadap keputusan pembelian produk minuman kekinian Xi Bo Ba di outlet Mall Of Serang. Penelitian dilaksanakan di pusat perbelanjaan yaitu Mall Of Serang. Jenis penelitian yang digunakan pada peneitian ini adalah kuantitatif dengan pendekatan deskriptif. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 45 orang dengan menggunakan teknik accidental sampling. Metode pengolahan data yang digunakan adalah analisis regresi linier berganda dengan menggunakan program SPSS versi 21. Penelitian dilaksanakan di pusat perbelanjaan yaitu Mall Of Serang. Hasil penelitian menunjukan bahwa secara parsial dua variabel bebas yaitu merek, dan cita rasa berpengaruh secara signifikan terhadap keputusan pembelian. Sedangkan satu variabel lain yaitu harga tidak berpengaruh signifikan terhadap keputusan pembelian produk minuman kekinian Xi Bo Ba di outlet Mall Of Serang, namun berpengaruh signifikan secara simultan antara variabel merek, harga dan cita rasa terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | Purchase Decision, Brand, Price, Taste, Xi Boba. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Dafa Khoir Khoirunnisa Khoirunnisa | |||||||||
| Date Deposited: | 16 Jul 2024 10:18 | |||||||||
| Last Modified: | 16 Jul 2024 10:18 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38021 |
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