ANALISIS PENGARUH BRAND IMAGE, PRODUCT QUALITY DAN PRICE PERCEPTION TERHADAP PURCHASE DECISION SERTA CUSTOMER SATISFACTION PADA SUSU OAT

MUHAMMAD FARREL SIGIT RAMADHAN, . (2025) ANALISIS PENGARUH BRAND IMAGE, PRODUCT QUALITY DAN PRICE PERCEPTION TERHADAP PURCHASE DECISION SERTA CUSTOMER SATISFACTION PADA SUSU OAT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1 .PDF.pdf Download (289kB)
	Text BAB 2 .PDF.pdf Restricted to Registered users only Download (404kB) | Request a copy
	Text BAB 3 .PDF.pdf Restricted to Registered users only Download (702kB) | Request a copy
	Text BAB 4.PDF.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 5 .PDF.pdf Restricted to Registered users only Download (201kB) | Request a copy
	Text DAFTAR PUSTAKA.PDF.pdf Download (426kB)
	Text LAMPIRAN .PDF.pdf Restricted to Registered users only Download (3MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image, product quality, dan price perception terhadap purchase decision serta dampaknya terhadap customer satisfaction pada konsumen susu oat merek Oatside di wilayah kota administrasi DKI Jakarta. Latar belakang penelitian ini didasari oleh meningkatnya tren gaya hidup sehat dan veganisme di Indonesia, namun tidak sejalan dengan penetrasi pasar susu oat yang masih rendah. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 250 responden yang pernah membeli dan mengonsumsi Oatside minimal dua kali dengan usia minimal 17 tahun. Pengolahan data dilakukan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa brand image, product quality, dan price perception berpengaruh positif dan signifikan terhadap purchase decision dan customer satisfaction. Selain itu, purchase decision juga terbukti berpengaruh positif terhadap customer satisfaction. Temuan ini mengindikasikan pentingnya penguatan citra merek, peningkatan kualitas produk, dan strategi penetapan harga yang tepat untuk meningkatkan kepuasan konsumen. Studi ini memberikan implikasi manajerial bagi produsen Oatside dalam menyusun strategi pemasaran yang lebih efektif untuk memperluas pasar dan meningkatkan loyalitas pelanggan. ***** This study aims to analyze the influence of brand image, product quality, and price perception on purchase decision and its impact on customer satisfaction among consumers of Oatside oat milk in DKI Jakarta. The research is motivated by the growing trend of healthy lifestyles and veganism in Indonesia, which has not been matched by strong market penetration of oat milk products. This study employed a quantitative approach with purposive sampling involving 250 respondents who had purchased and consumed Oatside at least twice and were at least 17 years old. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results show that brand image, product quality, and price perception have a positive and significant effect on both purchase decision and customer satisfaction. Furthermore, purchase decision was also found to positively influence customer satisfaction. These findings highlight the importance of strengthening brand image, improving product quality, and implementing appropriate pricing strategies to enhance customer satisfaction. This study offers managerial implications for Oatside producers in developing more effective marketing strategies to expand market reach and increase customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Muhammad Farrel Sigit Ramadhan .
Date Deposited:	13 Aug 2025 20:21
Last Modified:	13 Aug 2025 20:21
URI:	http://repository.unj.ac.id/id/eprint/60303

Actions (login required)

View Item