Endarifa, Tarissa Zahrah (2024) Pengaruh Brand Image, Cita Rasa, dan Diskon Terhadap Keputusan Pembelian Konsumen J.CO Donuts. (The Influence of Brand Image, Taste, and Discounts on Consumer Purchase Decisions J.CO Donuts). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Purchasing Decision is the stage in the buyer's decision-making process where consumers will actually buy. Business competition in Indonesia is now difficult to deal with, so marketing activities are needed that are able to attract consumer attention and can influence consumer purchasing decisions. Companies must use effective marketing strategies to market their products so that they can reach more consumers and survive in tight business competition. One form of strategy to win business competition is by paying attention to brand image, taste and giving discounts. This research aims to determine the influence of brand image, taste and discounts on J.CO Donuts consumer purchasing decisions. In this research, the researcher deliberately used the research object J.CO Donuts because he wanted to know how consumers view this company's products and see how J.CO Donuts maintains its donut product business with tight business competition with other donut companies. This research used a sample of 100 respondents using the lemeshow technique. In collecting data using the help of a questionnaire with Likert scale value measurements. The data analysis method used is multiple linear regression analysis with the SPSS 26 program. The results of testing the hypothesis show that the Brand Image variable has a positive effect on the Purchasing Decision variable. The Taste variable has a positive effect on the Purchasing Decision variable. The Discount variable has a positive effect on the Purchasing Decision variable. The Brand Image, Taste and Discount variables simultaneously have a positive effect on the Purchasing Decision variable.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | brand image, taste, discounts, purchasing decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000080 Tarissa Zahrah Endarifa |
| Date Deposited: | 15 Oct 2024 03:40 |
| Last Modified: | 15 Oct 2024 03:40 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33836 |
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