Intiawati, Intan (2024) PENGARUH KESESUAIAN HARGA, BRAND IMAGE DAN EFEKTIVITAS IKLAN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN MINUTE MAID PULPY ORANGE (Survey pada Konsumen Minuman Minute Maid Pulpy Orange di Kabupaten Majalengka). S1 / D3 thesis, Universitas Kuningan.

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Official URL: https://rama.uniku.ac.id

Abstract

Penelitian ini bertujuan untuk menguji pengaruh kesesuaian harga, brand image dan efektivitas iklan terhadap keputusan pembelian. Sampel dalam penelitian ini adalah konsumen minuman minute maid pulpy orange di Kabupaten Majalengka dengan sampel sebanyak 80 dan menggunakan teknik Purposive sampling. Penelitian ini menggunakan pengujian dan analisis pada program SPSS ver.22. Instrumen penelitian ini berupa angket dalam google formulir yang disebarkan langsung pada responden. Hasil pengujian dari hipotesis yang diajukan memperoleh kesimpulan bahwa (1) kesesuaian harga, brand image dan efektivitas iklan secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. (2) kesesuaian harga berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) efektivitas iklan berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci : Kesesuaian Harga, Brand Image, Efektivitas Iklan. Keputusan Pembelian

This study aims to examine the influence of price suitability, brand image and advertising effectiveness on purchasing decisions. The sample in this study were consumers of Minute Maid pulpy orange drinks in Majalengka Regency with a sample of 80 and using purposive sampling techniques. This study used testing and analysis on the SPSS ver.22 program. This research instrument is in the form of a questionnaire in google form which is distributed directly to respondents. The test results of the proposed hypothesis concluded that (1) price suitability, brand image and advertising effectiveness together have a significant effect on purchasing decisions. (2) price suitability has a positive and significant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) advertising effectiveness has a positive and significant effect on purchasing decisions.
Keyword : Price Suitability, Brand Image, Advertising Effectiveness. Purchase Decision

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kesesuaian Harga, Brand Image, Efektivitas Iklan. Keputusan Pembelian Price Suitability, Brand Image, Advertising Effectiveness. Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Intan Intiawati
Date Deposited: 27 Feb 2025 03:19
Last Modified: 27 Feb 2025 03:19
URI: https://rama.uniku.ac.id/id/eprint/2482

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