PENGARUH PERSEPSI HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SIRUP ABC (Studi Pada Penduduk Provinsi DKI Jakarta)

PRAHALA, MUHAMAD BODY (2016) PENGARUH PERSEPSI HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SIRUP ABC (Studi Pada Penduduk Provinsi DKI Jakarta). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT MUHAMAD BODY PRAHALA, The Influence of Perceived Price and Advertisement on Purchase Decision of ABC syrup (The Research is on Inhabitants of DKI Jakarta Province). Faculty of Economics, Universitas Negeri Jakarta 2016. The purposes of this research are: (1) to examine empirically the influence of perceived price on purchase decision of ABC syrup, (2) to examine empirically the influence of advertisement on purchase decision of ABC syrup. This research uses survey method for collecting data. The objects in this research are 200 respondents of DKI Jakarta inhabitants who had purchased ABC syrup in the minimarket or supermarket located in DKI Jakarta within the past two years. The method used in this research is linear regression analysis with SPSS Statistic for Windows 20.0 software. The results of hypothesis testing show: (1) there is an influence of perceived price on purchase decision with the value of t 6.067 and significance 0.000, (2) there is an influence of advertisement on purchase decision with the value of t 7.201 and significance 0.000. The result of determination coefficient (R2 count) shows that 49,1% variation of purchase decision is explained by perceived price and advertisement. The results of this research are beneficial for PT Heinz ABC Indonesia to formulate a better strategy in terms of increasing purchase decision of ABC syrup product. Keyword: perceived price, advertisement, purchase decision

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, SE, M.Si ., Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perencanaan dan Strategik (Planning and Strategic Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 17 Jan 2018 04:27
Last Modified: 17 Jan 2018 04:27
URI: http://repository.fe.unj.ac.id/id/eprint/2590

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