SUKANDI, . (2021) ANALISIS PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN HAUS (Survei pada Konsumen Produk Minuman Haus di Jabodetabek). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk : 1) mengetahui deskripsi brand awareness pada produk minuman Haus. 2) mengetahui deskripsi keputusan pembelian pada produk minuman Haus. 3) mengetahui pengaruh brand awareness terhadap keputusan pembelian produk minuman Haus. Metode pengumpulan data yang digunakan dalam penelitian ini yaitu dengan survei penyebaran kuesioner yang di sebarkan kepada 110 responden dengan kriteria berdomisili di Jabodetabek dan pernah membeli produk minuman Haus. Metode analisis yang digunakan adalah metode analisis regresi linear sederhana. Dari penelitian ini menunjukan bahwa Brand Awareness mempunyai pengaruh terhadap keputusan pembelian produk minuman Haus. Hal ini dibuktikan berdasarkan hasil koefisien determinasi sebesar 0,489 atau dapat diartikan bahwa Brand Awareness memiliki pengaruh 48,9% terhadap variabel keputusan pembelian produk minuman Haus. This research aims to 1) know the description of brand awareness on Haus beverage product. 2) know the description of purchase decisions on Haus beverage product. 3) determine the effect of brand awareness on purchase decisions for Haus beverage products. The data collection method used in this study was a survey of distributing questionnaires distributed to 110 respondents with the criteria that they live in Jabodetabek and have purchased Haus beverage products. The analytical method used is a simple linear regression analysis method with research subjects Haus beverage consumers in Jabodetabek. From this research, it shows that Brand Awareness has an influence on purchase decisions of Haus beverage products. This is evidenced by the results of the determination coefficient of 0.489 or it can be interpreted that Brand Awareness has a 48.9% influence on the variable purchase decisions for Haus beverage products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1) Ika Febrilia, S.E., M.M |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | sawung yudo |
| Date Deposited: | 12 Jun 2022 07:34 |
| Last Modified: | 22 Jan 2024 02:26 |
| URI: | http://repository.unj.ac.id/id/eprint/29909 |
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