PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK UNTIRTA-KU (Suatu Kasus Pada Mahasiswa Universitas Sultan Ageng Tirtayasa)

IIS, IIS (2025) PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK UNTIRTA-KU (Suatu Kasus Pada Mahasiswa Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Untirta-Ku bottled water is an internal campus product designed to meet the drinking water needs of students. In this study, a quantitative approach was used along with a survey. Data were collected through questionnaires distributed to 80 students selected by accidental sampling. Data analysis used multiple linear regression. This study aims to determine how brand image, price, and promotion influence the decision of Sultan Ageng Tirtayasa University (Untirta) students to purchase Untirta-Ku brand bottled drinking water (AMDK). The results showed that brand image, price, and promotion simultaneously influence the purchasing decision of Untirta-Ku bottled drinking water. The brand image and promotion variables have a significant and positive partial influence on purchasing decisions, while the price variable has a smaller influence. The most dominant variable influencing the purchasing decision of Untirta-Ku brand bottled drinking water is the brand image variable because this variable has the highest t-value compared to other variables, which is 4.712, much greater than the t-table. The results showed that improving brand image and adjusting competitive promotions can help students purchase Untirta-Ku bottled drinking water.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	SUHERNA, SUHERNA	196908192002121001
Thesis advisor	MULYATI, SRI	1961071020031220O1

Additional Information:

AMDK Untirta-Ku merupakan produk internal kampus yang dirancang untuk memenuhi kebutuhan air minum mahasiswa. Dalam penelitian ini, pendekatan kuantitatif digunakan bersama dengan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 80 mahasiswa yang dipilih secara Accidental Sampling. Analisis data menggunakan regresi linier berganda. Penelitian ini bertujuan untuk mengetahui bagaimana citra merek, harga, dan promosi mempengaruhi keputusan mahasiswa Untirta untuk membeli air minum dalam kemasan (AMDK) merek Untirta-Ku. Hasil penelitian menunjukkan bahwa citra merek, harga, dan promosi secara simultan mempengaruhi keputusan pembelian AMDK Untirta-Ku. Variabel citra merek dan promosi memiliki pengaruh parsial yang signifikan dan positif terhadap keputusan pembelian, sedangkan variabel harga memiliki pengaruh yang lebih kecil. Variabel yang paling dominan mempengaruhi keputusan pembelian AMDK merek Untirta-Ku yaitu variabel citra merek karena variabel tersebut memiliki nilai t hitung tertinggi dibandingkan dengan variabel lain yaitu sebesar 4,712 jauh lebih besar dari t tabel. Hasil penelitian menunjukkan bahwa peningkatan citra merek dan penyesuaian promosi yang kompetitif dapat membantu mahasiswa membeli AMDK Untirta-Ku.

Uncontrolled Keywords:

Bottled Drinking, Brand Image, Price, Promotion, Untirta-Ku

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

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

Depositing User:

Iis Iis

Date Deposited:

19 Sep 2025 02:15

Last Modified:

19 Sep 2025 02:15

URI:

http://eprints.untirta.ac.id/id/eprint/54789

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