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UEU » Undergraduate Theses » Manajemen Posted by [email protected] at 31/01/2018 15:30:01 • 362 Views
PENGARUH BRAND EQUITY, KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT BELI ULANG PADA INDUSTRI MINUMAN (STUDI KASUS PADA THE COFFEE BEAN AND TEA LEAF)Created by :
YESI ARISTIA ( 201311082 )
Subject: | MERK KUALITAS PROMOSI | Alt. Subject : | BRAND QUALITY PROMOTION | Keyword: | ekuitas merek kualitas produk promosi penjualan minat beli ulang |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh brand equity (X1),
Kualitas Produk (X2), dan Promosi Penjualan (X3) terhadap Minat Beli Ulang (Y)
pada The Coffee Bean and Tea Leaf. Populasi dalam penelitian ini adalah
konsumen yang pernah melakukan pembelian dari produk The Coffee Bean and
Tea Leaf. Teknik pengambilan sampel menggunakan Quota Sampling dan
berdasarkan Purposive Sampling yaitu sebanyak 100 responden. Metode
penelitian ini dengan menggunakan teknik analisis regresi linear berganda. Hasil
penelitian menunjukan secara parsial maupun simultan brand equity, kualitas
produk, dan promosi penjualan berpengaruh positif dan signifikan terhadap Minat
Beli Ulang. Perusahaan dari The Coffee Bean and Tea Leaf sebaiknya
ditingkatkan lagi strategi yang digunakan dari variabel-variabel terkait yaitu
brand equity, kualitas produk, dan promosi penjualan agar minat beli ulang
konsumen The Coffee Bean and Tea Leaf meningkat dan tercapainya keinginan
konsumen.
Date Create | : | 31/01/2018 | Type | : | Text | Format | : | PDF | Language | : | Indonesian | Identifier | : | UEU-Undergraduate-201311082 | Collection ID | : | 201311082 |
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-brand-equity-kualitas-produk-dan-promosi-penjualan-terhadap-minat-beli-ulang-pada-industri-minuman-studi-kasus-pada-the-coffee-bean-and-tea-leaf-9676.html
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