Wirawan, Daffa and Lusy Deasyana Rahma Devita, S.AB., M.AB. (2023) Pengaruh Citra Merek, Strategi Promosi Terhadap Keputusan Pembelian Produk “Calorie and Coffee” (Survei pada Konsumen Calorie and Coffee, Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui serta menjelaskan pengaruh Citra Merek dan Strategi Promosi terhadap Keputusan Pembelian produk “Calorie and Coffe” pada konsumen Calorie and Coffee, Kota Malang. Termasuk secara parsial maupun simultan. Adapun jenis penelitian yang digunakan adalah eksplanatif dengan pendekatan kuantitatif. Populasi dan jumlah sampel yang digunakan adalah pengunjung atau konsumen Calorie and Coffee dalam kurun waktu bulan Juni - Agustus tahun 2022 sebanyak 97 responden dengan menggunakan teknik purposive sampling. Kemudian, untuk analisis data yang digunakan adalah analisis statistik deskriptif, analisis regresi linear berganda, uji asumsi klasik, dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa variabel Citra Merek (X1) secara parsial memiliki pengaruh terhadap variabel Keputusan Pembelian (Y), variabel Strategi Promosi (X2) secara parsial memiliki pengaruh terhadap variabel Keputusan Pembelian (Y), serta variabel Citra Merek (X1) dan variabel Strategi Promosi (X2) secara simultan memiliki pengaruh terhadap variabel Keputusan Pembelian (Y).
English Abstract
This study aims to determine and explain the influence of Brand Image and Promotion Strategy on the Purchasing Decision of the product “Calorie and Coffee” among consumer for Calorie and Coffee, Malang City, Including partially or simultaneously. The type of research used is explanatory with a quantitative approach. The population and number of samples used were visitors or consumers of Calorie and Coffee in the period June - August 2022 with a total of 97 respondents using a purposive sampling technique. Then for data analysis used is descriptive statistical analysis, multiple linear regression analysis, classical assumption test, and hypothesis testing. The results of this study indicate that the Brand Image variable (X1) partially influences the Purchase Decision variable (Y), the Promotion Strategy variable (X2) partially influences the Purchase Decision variable (Y), as well as the Brand Image variable (X1) and the Promotion Strategy variable (X2) simultaneously has an influence on the Purchase Decision variable (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030401 |
| Uncontrolled Keywords: | Citra Merk, Strategi Promosi, Keputusan Pembelian |
| Subjects: | 900 History, geography and auxiliary disciplines > 910 Geography and travel |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | Endang Susworini |
| Date Deposited: | 02 Jan 2024 06:58 |
| Last Modified: | 02 Jan 2024 06:58 |
| URI: | http://repository.ub.ac.id/id/eprint/205979 |
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Text (DALAM MASA MEMBARGO)
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