ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK PELANGI KEMASAN 600ML DI SEMARANG

MURTY, Dea and KHASANAH , Imroatul (2015) ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK PELANGI KEMASAN 600ML DI SEMARANG. Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

Consumer purchase decision is a decision regarding the preference for brands that exist in the set of choices. If consumers have a choice between making a purchase and do not make a purchase or option to use the time, then the consumer is in a position to take a decision. Conversely, if the consumer does not have alternatives to choose and actually forced to make certain purchases or take a particular action, then the only state with no other options this is not a decision. Many factors can influence purchasing decisions, including price, product quality and brand image. Purpose of this study was to analyze the affect of price, product quality and brand image on purchasing decisions. Object of this study is the bottled water packaging brand Pelangi 600ml for sale from year 2011 to 2013 continued to decline. The population in this study is that consumers who buy bottled water brand in Semarang bottled water packaging brand Pelangi 600ml. The sample in this study was 100 consumers. The sampling technique in this study conducted by purposive sampling technique. data type is primary. Methods of data collection using the questionnaire. The analysis technique used is multiple regression. The results of the analysis using SPSS showed that : Price positive and significant impact on purchasing decisions. Quality products positive and significant impact on purchasing decisions. Brand image positive and significant impact on purchasing decisions

Item Type:Thesis (Undergraduate)
Additional Information:Prices, Quality Product, Brand Image, Purchase Decision
Uncontrolled Keywords:Prices, Quality Product, Brand Image, Purchase Decision
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:45725
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:01 Jun 2015 13:30
Last Modified:01 Jun 2015 13:30

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