Analisis Pengaruh Brand Awareness, Perceived Quality Dan Brand Image Terhadap Keputusan Pembelian Produk Mie Instan Merek Indomie (Studi: Pada Pengunjung Carrefour Lebak Bulus Jakarta Selatan)

Putri, Patrasia Meidinda (2014) Analisis Pengaruh Brand Awareness, Perceived Quality Dan Brand Image Terhadap Keputusan Pembelian Produk Mie Instan Merek Indomie (Studi: Pada Pengunjung Carrefour Lebak Bulus Jakarta Selatan). S1 thesis, STIE Indonesia Banking School.

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Abstract

The main objectives of this research were to identify attributes influence consumer buying decision of Indomie in Carrefour Lebak Bulus, South Jakarta. The variables included in this research are perceived quality and brand image as independent variables and consumer buying decision as the dependent variable. The method used in this research is quantitative method that will describe the influence of two variables, perceived quality and brand image towards the consumer buying decision of Indomie. The research was conducted on customers who are in Carrefour, using self-administered questionnaires sent to a sample of 100 respondents. Analysis method for this research: validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing by t test and F test, and analysis of determination coefficient. Results of this research by t test shows there are significant positive partial relation between perceived quality and brand image with consumer buying decision and results by F test then shows there are significant positive simultan relation between perceived quality and brand image with consumer buying decision. Keyword : perceived quality, brand image, consumer buying decision.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 08 Aug 2020 13:48
Last Modified: 03 Sep 2020 07:06
URI: http://repository.ibs.ac.id/id/eprint/755

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