Hibatulloh, Farhan (2025) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK INSTAN NESCAFE MELALUI KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING (Survei pada Masyarakat di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek dan kualitas produk terhadap keputusan pembelian kopi bubuk instan Nescafe melalui kepercayaan merek sebagai variabel intervening (survei pada Masyarakat di Kabupaten Kuningan). Populasi dalam penelitian ini yaitu masyarakat Kabupaten Kuningan dan Jumlah Sampel. Penelitian ini sebanyak 100 responden. Teknik pengumpulan data menggunakan angket, teknik analisa data dalam penelitian ini adalah analisis regresi linear berganda. Hasil pengujian ini menyimpulkan bahwa. Citra Merek berpengaruh signifikan terhadap kepercayaan merek, Kualitas Produk berpengaruh signifikan terhadap kepercayaan merek, Citra Merek Berpengaruh signifikan terhadap keputusan pembelian, Kualitas Produk Berpengaruh positif dan signifikan terhadap keputusan pembelian, kepercayaan merek berpengaruh signifikan terhadap keputusan pembelian. Maka dengan itu hal ini dapat dikatakan
bahwa seluruh variabel baik secara parsial dan simultan berpengaruh signifikan.
The purpose of this study was to determine the influence of brand image and product quality on the purchase decision of Nescafe instant coffee through brand trust as an intervening variable (survey on the community of Kuningan Regency).
The population in this study was the community of Kuningan Regency, and the number of research samples was 100 respondents. The data collection technique used was a questionnaire, and the data analysis technique in this study was multiple linear regression analysis. The results of this test concluded that brand image significantly influenced brand trust, product quality significantly influenced brand trust, brand image significantly influenced purchase decisions, product quality positively and significantly influenced purchase decisions, and brand trust significantly influenced purchase decisions. Therefore, it can be said that all variables, both partially and simultaneously, had a significant influence.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kata Kunci : Citra Merek, Kualitas Produk, Keputusan Pembelian, Kepercayaan Merek. Keywords : Brand Image, Product Quality, Purchase Decision, Brand Trust
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S. Ekonomi Farhan Hibatulloh
Date Deposited: 12 Mar 2025 02:13
Last Modified: 12 Mar 2025 02:13
URI: https://rama.uniku.ac.id/id/eprint/2496

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