Situmorang, Willy Septian Matthew (2024) Pengaruh Citra Merek, Persepsi Harga dan Word of Mouth Terhadap Keputusan Pembelian Pada Cincau Station di Surabaya. (The Influence of Brand Image, Price Perception, and Word of Mouth on Purchase Decisions at Cincau Station in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Persaingan dalam industri minuman kekinian di Surabaya semakin ketat. Salah satu brand minuman kekinian yang populer adalah Cincau Station. Penelitian ini bertujuan untuk menganalisis Pengaruh Citra merek, Persepsi Harga dan Word of Mouth terhadap keputusan pembelian pada Cincau Station di Surabaya. Jenis penelitian yang digunakan yaitu penelitian kuantitatif. Populasi dalam penelitian ini yakni customer yang pernah melakukan pembelian di Cincau Station. Teknik Non-Probability Sampling dengan menggunakan purposive sampling dan jumlah sampel sebanyak 100 responden. Jenis data berasal dari sumber data primer (primary data) dengan menggunakan kuesioner. Uji instrumen yang digunakan dalam penelitian ini adalah uji validitas dan reliabilitas. Analisis data yang digunakan y aitu analisis regresi linear berganda, dengan pengujian hipotesis menggunakan uji T, uji F. dan koefisien determinasi (R2). Hasil penelitian ini menunjukkan bahwa keseluruhan indikator yang digunakan dalam penelitian ini valid dan reliabel. Hasil uji t menyatakan bahwa Citra Merek secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Persepsi Harga secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Word of Mouth secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Hasil uji F menunjukkan bahwa Citra Merek, Persepsi Harga dan Word of Mouth secara simultan berpengaruh signifikan terhadap Keputusan Pembelian pada Cincau Station di Surabaya. Sedangkan hasil uji koefisien determinasi (R2) menunjukkan pengaruh variabel independen terhadap variabel dependen yakni sebesar 62,6% sedangkan untuk sisanya sebesar 37,4% dipengaruhi oleh variabel lain diluar model yang diteliti.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Citra Merek, Persepsi Harga, Word of Mouth |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000342 Willy Septian Matthew Situmorang |
| Date Deposited: | 15 Nov 2001 19:44 |
| Last Modified: | 15 Nov 2001 19:44 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34576 |
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