Pengaruh Brand image, Persepsi Harga dan Kepercayaan Konsumen terhadap Keputusan Pembelian Minuman Merek Es Teh Indonesia di Nginden Semolo Surabaya. (The Influenceof Brand Image, Price Perception and Consumer Trust on The Purchase Decision on Indonesianice Tea Brand Drinks in Nginden Semolo Surabaya).

Ramadhan, Yanuar (2022) Pengaruh Brand image, Persepsi Harga dan Kepercayaan Konsumen terhadap Keputusan Pembelian Minuman Merek Es Teh Indonesia di Nginden Semolo Surabaya. (The Influenceof Brand Image, Price Perception and Consumer Trust on The Purchase Decision on Indonesianice Tea Brand Drinks in Nginden Semolo Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image, persepsi harga dan kepercayaan konsumen secara parsial maupun simultan terhadap keputusan pembelian minuman merek Es Teh Indonesia di Nginden Semolo Surabaya. Desain penelitian ini menggunakan metode penelitian non-probability sampling/survey. Data yang digunakan adalah data kuantitatif. Metode analisis yang digunakan adalah validitas, reliabilitas, regresi linier berganda dan analisis koefisien determinasi, untuk pengujian hipotesis menggunakan uji parsial (t) dan uji simultan (F). Alat analisis yang digunakan dalam penelitian ini adalah SPSS 26. Hasil penelitian ini menunjukkan bahwa brand image, persepsi harga dan kepercayaan konsumen secara parsial berpengaruh signifikan terhadap keputusan pembelian minuman merek Es Teh Indonesia di Nginden Semolo Surabaya. Dan secara simultan citra merek, persepsi harga dan kepercayaan konsumen berpengaruh signifikan terhadap keputusan pembelian minuman merek Es Teh Indonesia di Nginden Semolo Surabaya.

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