PENGARUH IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR KEMASAN NESTLE PURE LIFE (Survei pada Mall Pejaten Village di Jakarta Selatan)

NURYADIN, IHSAN (2012) PENGARUH IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR KEMASAN NESTLE PURE LIFE (Survei pada Mall Pejaten Village di Jakarta Selatan). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Ihsan Nuryadin, 2012: The Influence of Advertising and Product Quality to the Purchasing Decision Nestle Pure Life Bottle Water (Survey on Pejaten Village Mall in South Jakarta). Skripsi S1, Jakarta: Study Program of S1 Management, Faculty of Economics, State University of Jakarta, Juli 2012. The purpose of this study are: 1)Knowing the description of advertising, product quality, and consumer purchasing decisions on Nestle Pure Life bottled water, 2)Knowing the influence of advertising on consumer purchasing decisions on Nestle Pure Life bottled water, 3)Knowing the influence of quality of the product to the consumers purchasing decision on Nestle Pure Life bottled water, 4)Knowing the influence of advertising and product quality simultaneously or together against purchasing decisions on consumers on Nestle Pure Life bottled water. The observation unit is 100 respondents who consume Nestle Pure Life bottle water in the area of South Jakarta. Research designs used are descriptive and causal. Sample determination technique using convenience sampling. Data collection techniques using a questionnaire with a Likert scale from 1 to 5. The results of descriptive analysis showed: 1)Advertising from Nestle Pure Life bottled water already lokk good. Advertising media used by these product are print, namely advertising in the newspaper. 2)The quality of the product Nestle Pure Life bottled water has been good enough in terms of quality performace, accuracy quality, and durability of the product, but still need to increase overall product quality. 3) Decision purchase look good enough by consumer decisions are right for consumer bottled water Nestle Pure Life. The results of this research through hypothesis testing of t and the F-test show that there is the influence of variable advertising on the purchasing decisions, there is the influence of product quality on purchasing decisions, and there is the influence of advertising and product quality simultaneously or together against on purchasing decisions. Based on the determination of the coefficient of 26.4 %, then variation of purchasing decision is 26.4 % determined by variable advertising and quality of product. Keywords: Advertising, Quality of Product, Purchasing Decision, Nestle Pure Life Bottled Water

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: 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)
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: 08 Feb 2018 07:06
Last Modified: 08 Feb 2018 07:06
URI: http://repository.fe.unj.ac.id/id/eprint/2992

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