Pengaruh Citra Merek, Kesadaran Merek, dan Persepsi Kualitas Terhadap Keputusan Pembelian Produk Minuman Es Teh Indonesia. (The Influence of Brand Image, Brand Awareness, and Quality Perception on Purchase Decisions of Es Teh Indonesia Beverage Products).

Amelia, Yastin Rina (2024) Pengaruh Citra Merek, Kesadaran Merek, dan Persepsi Kualitas Terhadap Keputusan Pembelian Produk Minuman Es Teh Indonesia. (The Influence of Brand Image, Brand Awareness, and Quality Perception on Purchase Decisions of Es Teh Indonesia Beverage Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Industry in Indonesia is currently developing rapidly, causing competition between entrepreneurs to become increasingly fierce. Especially in the business world of the food and beverage sector. The large number of companies in this field has led to the phenomenon of the emergence of modern products such as contemporary drinks. One of the contemporary drink product brands is Es Teh Indonesia. The focus of this research is to use a quantitative approach because it uses numbers, starting from data collection, interpretation, processing of the data. The type of research in this research is quantitative research. The data collection tool used is an online questionnaire or commonly called Google Form. The number of respondents to this research was 100 respondents. The analysis technique used is Multiple Linear Regression Analysis. The data collection technique used is non�probability sampling. The results of this research explain that the variables Brand Image, Brand Awareness, Quality Perception in this research have a significant effect on Purchasing Decisions. This can be proven in the t test because it has a Sig value. from α and the value of tcount from ttable. Based on the results of this research in the F test, it can be concluded that simultaneously the variables Brand Image, Brand Awareness and Quality Perception have a significant joint effect on the Purchasing Decision variable. And for the recommendation itself, it is hoped that Es Teh Indonesia can expand its market share by adding outlets in big cities, and adding various new variants as well as maintaining the quality of raw materials so that it remains good and good and trying different marketing techniques such as live streaming on the Tiktok application. as well as Shopee. And for future researchers, it is hoped that it will provide suggestions and become a source of information or guidance for future researchers to be able to carry out additional research.

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