Rini, Erlita Puspita (2018) Pengaruh Brand Image, Value Dan Kualitas Pelayanan Terhadap Keputusan Pembelian J.Co Donuts And Coffee Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis (1) Pengaruh brand image terhadap keputusan pembelian J.CO Donuts and Coffee di Kota Malang, (2) Pengaruh value terhadap keputusan pembelian J.CO Donuts and Coffee di Kota Malang, (3) Pengaruh kualitas pelayanan terhadap keputusan pembelian J.CO Donuts and Coffee di Kota Malang. Jenis penelitian yang dilakukan adalah penelitian kuantitatif. Penentuan ukuran sampel dalam penelitian ini berpedoman pada Roscoe. Jumlah sampel dalam penelitian sebanyak 80 orang. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan nonprobability sampling. Teknik analisis data dalam penelitian dengan mengunakan analisis regresi linier berganda. Hasil penelitian ini menunjukan (1) terdapat pengaruh yang signifikan antara variabel brand image terhadap keputusan pembelian J.CO Donuts and Coffee di Kota Malang. (2) terdapat pengaruh yang signifikan antara variabel value terhadap keputusan pembelian J.CO Donuts and Coffee di Kota Malang. (3) terdapat pengaruh yang signifikan antara variabel kualitas pelayanan terhadap keputusan pembelian di Kota Malang.
English Abstract
The purpose of this research is to analyze (1) the influence of J.CO Donuts And Coffee brand image, on the purchase decision the J.CO Donuts And Coffee in Malang, (2) the influence of J.CO Donuts And Coffee value on the purchase decision the J.CO Donuts And Coffee in Malang, (3) the influence of J.CO Donuts And Coffee service quality on the purchase decision the J.CO Donuts And Coffee in Malang. The type of this research is descriptive quantitative research. The determine the sample size this research reference Roscoe. The number of sample in this research were 80 people. The technique of the sample the was used is non-probability sampling. Analysis of data in the research use technique double regression analysis using SPSS. The results of the research indicate (1) there was a significant influence between variable brand image toward the purchase decision J.CO Donuts And Coffee in Malang, (2) there was a significant influence between variable value toward the purchase decision J.CO Donuts And Coffee in Malang, (3) there was a significant influence between variable service quality toward the purchase decision J.CO Donuts And Coffee in Malang
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/150/051804540 |
| Uncontrolled Keywords: | Brand image, value, kualitas pelayanan, keputusan pembelian, brand image; value; service quality; purchase decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 22 Oct 2019 02:15 |
| Last Modified: | 20 Oct 2021 03:02 |
| URI: | http://repository.ub.ac.id/id/eprint/166296 |
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