NUGROHO, MUHAMMAD SATRIO (2012) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ENERGI CAIR HEMAVITON ENERGY DRINK (SURVEI PEMBELI MINUMAN HEMAVITON ENERGI DRINK DI ALFAMIDI JATIBENING). S1 thesis, Universitas Negeri Jakarta.
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Abstract
ABSTRACT Muhammad Satrio Nugroho, 2012: Effect of Brand Image, Product Quality and Price of Purchase Decision hemaviton liquid energy drink energy drink. Thesis, London: Concentration in Marketing Management, Management Studies Program, Department of Management, Faculty of Economics, State University of Jakarta. Team Supervisor: Dr. Mohamad Rizan, SE., MM. & Dra. Saidani Basrah, M.Sc. The purpose of this study are: 1) To know the description of the brand image, price and product quality towards purchase decision of beverage Hemaviton energy drink 2) To test empirically the effect of brand image in a purchase decisions Hemaviton energy drink. 3) To test empirically the influence of price in a purchase decisions Hemaviton energy drink. 4) In order to test empirically the influence of quality of the product in a purchase decision Hemaviton energy drink. 5) In order to test empirically the influence of brand image, price and quality products simultaneously towards a purchase decision Hemaviton energy drink. The analysis implemented in this research are descriptive and causal analysis. This research is taken 100 consumers of Hemaviton energy drink at Alfamidi Jatibening, while data was collected by using questionnaire and processed using SPSS 19. The result shows that partially brand image has a positive and significant impact toward purchasing decisions, partially price also has a positive and significant impact toward purchasing decisions and product quality have a positive and significant impact toward purchasing decisions then jointly or simultaneously, brand image, price and product quality has a positive effect and significant impact on purchasing decisions. The empirical findings indicate that in order to create and maintain purchasing, hemaviton energy drink need to consider factors such as brand image, price and quality product due to such factors shown to affect the level of purchasing decision. Key words: Brand Image, Price, Quality Product, Purchase Decision.
| Item Type: | Thesis (S1) |
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| Additional Information: | Pembimbing I: Dr. Mohamad Rizan, SE, MM ., Pembimbing II: Dra. Basrah Saidani, M.Si |
| Subjects: | Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 10 Jan 2018 08:00 |
| Last Modified: | 10 Jan 2018 08:00 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/2451 |
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