Pratiwi, Annisa Ayu and Moh. Erfan Arif,, SE., MM (2023) Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Ulang Produk Kopi Bubuk Sarijan Coffee. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengetahui pengaruh citra merek dan harga terhadap keputusan pembelian ulang produk kopi bubuk sarijan coffee. Jenis penelitian ini adalah deskriptif kuantitatif, yaitu mengumpulkan, mengolah, menyederhanakan, menyajikan dan menganalisis data secara kuantitatif (angka-angka) dan secara deskriptif (uraian kalimat) agar dapat memberikan gambaran yang jelas tentang masalah yang di teliti. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 161 responden. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 4.0. Berdasarkan dari hasil pengujian bahwa (1) variabel citra merek didapatkan nilai koefisien regresi sebesar (0,603) dan signifikansi sebesar (0.000), (2) variabel harga didapatkan nilai koefisien regresi sebesar (0,283) dan signifikansi sebesar (0.000). Dapat disimpulkan bahwa variabel citra merek dan harga memiliki pengaruh positif dan signifikan terhadap variabel pembelian ulang.
English Abstract
This research was conducted to determine the effect of brand image and price on repurchasing decisions of Sarijan coffee powdered coffee products. This type of research is descriptive quantitative, namely collecting, processing, simplifying, presenting and analyzing data quantitatively (numbers) and descriptively (sentence descriptions) in order to provide a clear picture of the problem being studied. The sampling technique uses non-probability sampling and purposive sampling methods. The sample size used was 161 respondents. Data analysis uses Partial Least Square (PLS) and is assisted by SmartPLS 4.0 software. Based on the test results that (1) the brand image variable obtained a regression coefficient value of (0.603) and a significance of (0.000), (2) the price variable obtained a regression coefficient value of (0.283) and a significance of (0.000). It can be concluded that the brand image and price variables have a positive and significant effect on the repurchase variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020542 |
| Uncontrolled Keywords: | Citra Merek, Harga, Pembelian Ulang |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 16 Jan 2024 02:52 |
| Last Modified: | 16 Jan 2024 02:52 |
| URI: | http://repository.ub.ac.id/id/eprint/206084 |
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