PENGARUH PROMOSI, CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA

ALEX JUAN DANIEL, . (2021) PENGARUH PROMOSI, CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini memiliki tujuan untuk memperoleh pengetahuan dan menganalisis pengaruh dengan mengumpulkan data dan fakta empiris yang benar, sahih, valid dan dapat dipercaya serta reliabel tentang pengaruh promosi, citra merek dan kesadaran merek terhadap keputusan pembelian kopi Janji Jiwa. Dengan metode survei menggunakan Google Form dan skala Likert secara Purposive Sampling, didapat sebanyak 200 responden yang merupakan mahasiswa Universitas Negeri Jakarta yang pernah membeli kopi Janji Jiwa. Penelitian ini menggunakan analisis regresi sederhana dengan menggunakan metode kuantitatif. Hasil dari penelitian ini adalah promosi, citra merek dan kesadaran merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Ketiganya memiliki hasil koefisien determinasi sebesar 39,2%, 27,8% dan 6,7%. Selebihnya dipengaruhi oleh faktor-faktor lain diluar variabel dalam penelitian ini. Kata Kunci: Promosi, Citra Merek, Kesadaran Merek, Keputusan Pembelian This study aims to gain knowledge and analyze the effect by collecting empirical data and facts that are true, valid, and reliable and trustworthy about the effect of promotion, brand image and brand awareness on the purchasing decision of kopi Janji Jiwa. With a survey method using Google Form and a Likert scale by purposive sampling, it was obtained as many as 200 respondents who were students of the State University of Jakarta who had purchased Janji Jiwa Coffee. This study uses simple regression analysis using quantitative methods. The results of this study are promotion, brand image and brand awareness partially positive and significant effect on purchasing decisions. All three have a coefficient of determination of 39.2%, 27.8% and 6.7%. influenced by other factors outside the variables in this study. Keywords: Promotion, Brand Image, Brand Awareness, Purchase Desicion

Item Type: Thesis (Sarjana)
Additional Information: 1). Ryna Parlyna, M.B.A. ; 2). Muhammad Yusuf, S.E., M.M.
Subjects: Karya Umum > Karya Tulis Perguruan TInggi
Manajemen > Manajemen , Business
Manajemen > Manajemen Pemasaran
Divisions: FE > S1 Pendidikan Tata Niaga
Depositing User: Users 10697 not found.
Date Deposited: 30 Aug 2021 03:59
Last Modified: 30 Aug 2021 03:59
URI: http://repository.unj.ac.id/id/eprint/18345

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