PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CV RIZKY LIMA SAUDAGAR KOTA BANJARBARU

Ramadhan, Rezky (2025) PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CV RIZKY LIMA SAUDAGAR KOTA BANJARBARU. Diploma thesis, UNIVERSITAS ISLAM KALIMANTAN MAB BANJARMASIN.

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Abstract

ABSTRAK Rezky Ramadhan, Fakultas Ekonomi Program Studi Manajemen Pada Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin, 2024, Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian Pada CV. Rizky Lima Saudagar Kota Banjarbaru, Pembimbing I : Farida Yulianti, Pembimbing II : Teguh Wicaksono Penelitian ini dilakukan bertujuan (1) untuk menganalisis pengaruh brand image terhadap keputusan pembelian pada CV Rizky Lima Saudagar Kota Banjarbaru, (2) menganalisis pengaruh brand awareness terhadap keputusan pembelian pada CV Rizky Lima Saudagar Kota Banjarbaru, (3) menganalisis pengaruh secara simultan brand image dan brand awareness terhadap keputusan pembelian pada CV Rizky Lima Saudagar Kota Banjarbaru, dan (4) mengetahui diantara variabel brand image dan brand awareness yang berpengaruh dominan terhadap keputusan pembelian pada CV Rizky Lima Saudagar Kota Banjarbaru. Jenis penelitian ini bersifat kuantitatif. Instrumen penelitian memakai kuesioner yang disebarkan kepada 40 responden. Metode pengumpulan data menggunakan kuesioner. Analisis data dengan menggunakan program SPSS Hasil penelitian ini menunjukkan bahwa (1) reward dan komitmen karyawan berpengaruh secara simultan terhadap kepuasan kerja pada Montana Syariah Hotel Banjarbaru, (2) reward dan komitmen karyawan berpengaruh secara parsial terhadap kepuasan kerja pada Montana Syariah Hotel Banjarbaru, dan (3) Reward berpengaruh dominan terhadap kepuasan kerja pada Montana Syariah Hotel Banjarbaru. Kata Kunci : Reward, Komitmen Karyawan, Kepuasan Kerja ABSTRACT Rezky Ramadhan, Faculty of Economics Management Study Program at the Islamic University of Kalimantan Muhammad Arsyad Al Banjari Banjarmasin, 2024, The Influence of Employee Rewards and Commitment on Job Satisfaction at the Montana Syariah Hotel Banjarbaru, Supervisor I: Syahrani, Supervisor II: Farida Yulianti This research was conducted with the aim of (1) to identify and analyze the influence of employee rewards and commitment on job satisfaction at Montana Syariah Hotel Banjarbaru simultaneously, (2) to identify and analyze the influence of employee rewards and commitment on job satisfaction at Montana Syariah Hotel Banjarbaru partially, and (3) identify and analyze variables that have a dominant influence on job satisfaction at Montana Syariah Hotel Banjarbaru. This type of research is quantitative. The research instrument used a questionnaire which was distributed to 47 respondents. Data collection methods use interviews, observation and documentation. The results of this research show that (1) employee rewards and commitment have a simultaneous effect on job satisfaction at Montana Syariah Hotel Banjarbaru, (2) employee rewards and commitment have a partial effect on job satisfaction at Montana Syariah Hotel Banjarbaru, and (3) Rewards have a dominant effect on job satisfaction at Montana Syariah Hotel Banjarbaru. Keywords: Reward, Employee Commitment, Job Satisfaction

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Kata Kunci : Reward, Komitmen Karyawan, Kepuasan Kerja
Subjects: H Social Sciences > HC Economic History and Conditions
Depositing User: Rezky Ramadhan
Date Deposited: 05 May 2025 03:48
Last Modified: 05 May 2025 03:48
URI: http://eprints.uniska-bjm.ac.id/id/eprint/29173

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