RASYID, MUHAMMAD IRHAM (2025) PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINUMAN JUS BUAH (Suatu Kasus pada Jus Kode Cabang Puri, Jakarta Barat). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Consumers in Indonesia have begun to care about their health so that it can be a great opportunity for every business actor in the food and beverage industry, one of which is Code Juice. This study aims to determine the influence of Brand Image (X1), and Promotion (X2) on the Purchase Decision (Y) of fruit juice drinks at the Jus Kode Puri branch, West Jakarta. This study uses a quantitative descriptive sample collection method using Nonprobability Sampling with a sample of 100 respondents taken through the Accidental Sampling technique. The data were analyzed by instrument test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results of the study showed that brand image (X1) and promotion (X2) in influencing the purchase decision (Y) of fruit juice drinks at Jus Kode branch of Puri West Jakarta by 64.9% and the rest, which was 35,1% influenced by other variables not raised in this study.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Konsumen di Indonesia mulai peduli dengan kesehatan mereka sehingga ini bisa menjadi peluang besar bagi setiap pelaku bisnis di industri makanan dan minuman, salah satunya adalah Jus Kode. Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek (X1) dan Promosi (X2) terhadap Keputusan Pembelian (Y) minuman jus buah di Jus Kode cabang Puri, Jakarta Barat. Penelitian ini menggunakan metode pengumpulan sampel deskriptif kuantitatif dengan menggunakan Nonprobability Sampling dengan sampel 100 responden yang diambil melalui teknik Accidental Sampling. Data dianalisis dengan uji instrumen, uji asumsi klasik, analisis regresi linier berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa citra merek (X1) dan promosi (X2) dalam mempengaruhi keputusan pembelian (Y) minuman jus buah di Jus Kode cabang Puri, Jakarta Barat sebesar 64,9% dan sisanya, yaitu 35,1% dipengaruhi oleh variabel lain yang tidak diangkat dalam penelitian ini. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Muhammad Irham Rasyid | |||||||||
| Date Deposited: | 05 Jun 2025 02:22 | |||||||||
| Last Modified: | 05 Jun 2025 02:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49316 |
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PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINUMAN JUS BUAH (Suatu Kasus pada Jus Kode Cabang Puri, Jakarta Barat). (deposited 04 Jun 2025 07:35)
- PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINUMAN JUS BUAH (Suatu Kasus pada Jus Kode Cabang Puri, Jakarta Barat). (deposited 05 Jun 2025 02:22) [Currently Displayed]
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