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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 24/10/2018 16:28:56 • 315 Views
PENGARUH CITRA MEREK DAN HARGA TERHADAP
KEPUTUSAN PEMBELIAN MELALUI MINAT BELI COCA-COLA (STUDI KASUS DI WILAYAH CILEDUG, TANGERANG)Created by :
DIMAS DWI SATRIANSYAH ( 201411078 )
| Subject: | PRODUK
MINAT
KONSUMSI | | Alt. Subject : | PRODUCTS
INTERESTS
CONSUMPTION | | Keyword: | citra merek
harga
keputusan pembelian dan minat beli |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek terhadap Keputusan Pembelian melalui Minat Beli Coca-Cola. Variabel Eksogen terdiri dari (Citra Merek dan Harga), Variabel Endogen (Keputusan Pembelian), dan Variabel Intervening yaitu (Minat Beli). Jumlah sampel yang digunakan dalam penelitian ini sebanyak 140 orang responden. Responden penelitian ini adalah seluruh masyarakat yang di temui di Wilayah Ciledug, Tangerang dan pernah mengkonsumsi 2 kali dalam sebululan. Metode analisis yang digunakan dalam penelitian ini adalah metode asosiatif dan penelitian ini menggunakan teknik analisa Analisis Jalur (path analysis)
Hasil penelitian menunjukkan bahwa Citra Merek dan Harga berpengaruh positif dan signifikan terhadap Minat Beli. Selanjutnya Citra Merek berpengaruh terhadap Keputusan Pembelian akan tetapi Citra Merek tidak bisa menjadi variabel intervening. Selanjutnya Harga tidak berpengaruh terhadap Keputusan Pembelian akan tetapi Harga dapat menjadi variabel Intervening
| Date Create | : | 24/10/2018 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201411078 | | Collection ID | : | 201411078 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@perpustakaan Universitas Esa Unggul 2018
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-citra-merek-dan-harga-terhadapkeputusan-pembelian-melalui-minat-beli-cocacola-studi-kasus-di-wilayah-ciledug-tangerang-11640.html
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