PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN COCA-COLA DI BANJARBARU

Septi, Monica Wulan (2022) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN COCA-COLA DI BANJARBARU. Diploma thesis, Universitas Islam Kalimantan MAB.

[img] Text
Monica Wulan Septi_18310869_artikel skripsi_.pdf

Download (321kB)

Abstract

Penelitian ini bertujuan untuk menguji : (1) citra merek, harga dan kualitas produk secara bersama-sama (simultan) berpengaruh terhadap pembelian Coca-Cola, (2) citra merek, harga dan kualitas produk secara parsial berpengaruh terhadap keputusan pembelian Coca-Cola, dan (3) citra merek, harga dan kualitas produk berpengaruh dominan terhadap keputusan pembelian Coca-Cola. Rancangan penelitian ini adalah penelitian kuantitatif dan merupakan penelitian survey. Populasi penelitian seluruh masyarakat Kota Banjarbaru dan sampel sebesar 97 responden dengan analisis data Regresi Linier Berganda. Hasil penelitian menunjukkan (1) citra merek, harga dan kualitas produk secara bersama-sama (simultan) berpengaruh terhadap pembelian Coca-Cola, (2) citra merek tidak berpengaruh secara parsial terhadap pembelian Coca-Cola, (3) harga berpengaruh secara parsial terhadap pembelian Coca-Cola, (4) kualias produk berpengaruh secara parsial terhadap pembelian Coca-Cola, dan (5) kualitas produk berpengaruh secara dominan terhadap keputusan pembelian Coca-Cola. Dari analisis koefisien determinasi dapat dijelaskan bahwa citra merek, harga dan kualitas produk mempengaruhi keputusan pembelian Coca-Cola di Kota Banjarbaru sebesar 53,1% sedangkan sisanya 46,9% dipengaruhi variabel lain diluar penelitian ini. This study aims to examine: (1) brand image, price and product quality simultaneously (simultaneously) affect the purchase of Coca-Cola, (2) brand image, price and product quality partially affect Coca-Cola purchasing decisions, and (3) brand image, price and product quality have a dominant influence on Coca-Cola purchasing decisions. The design of this research is quantitative research and is a survey research. The research population is the entire community of Banjarbaru City and a sample of 97 respondents with Multiple Linear Regression data analysis. The results showed that (1) brand image, price and product quality simultaneously (simultaneously) affect the purchase of Coca-Cola, (2) brand image did not partially affect the purchase of Coca-Cola, (3) price had a partial effect on the purchase of Coca-Cola. purchase of Coca-Cola, (4) product quality has a partial effect on the purchase of Coca-Cola, and (5) product quality has a dominant influence on purchasing decisions of Coca-Cola. From the analysis of the coefficient of determination, it can be explained that brand image, price and product quality affect the purchasing decision of Coca-Cola in Banjarbaru City by 53.1% while the remaining 46.9% is influenced by other variables outside of this study.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Citra Merek; Harga; Kualitas Produk; Keputusan Pembelian Brand Image, Price, Product Quality, Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Monica Wulan Septi
Date Deposited: 15 Aug 2022 03:49
Last Modified: 15 Aug 2022 03:49
URI: http://eprints.uniska-bjm.ac.id/id/eprint/11889

Actions (login required)

View Item View Item