CD Skripsi

Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Pada Kopi Janji Jiwa Di Kota Pekanbaru

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This research aims to describe the characteristics of consumers who buy Kopi Janji Jiwa products, analyze the influence of brand image on consumer purchasing decisions on Janji Jiwa coffee, analyze the influence of product quality on consumer purchasing decisions on Janji Jiwa coffee, analyze the influence of product price on consumer purchasing decisions on Janji Jiwa coffee. The analysis used to answer the objective is using hypothesis testing from the questionnaire results. The sampling of Janji Jiwa Coffee consumers was carried out deliberately (Purposive Sampling) with the criteria of consumers being at least 17 years old and having consumed Janji Jiwa Coffee at least twice. In this research, Janji Jiwa Coffee consumers were 100 respondents. Data analysis uses the SEM-PLS method. Based on the research results, it shows that the consumer characteristics of Kopi Janji Jiwa are dominated by students or female students in their late teens and the monthly expenditure to buy Kopi Janji Jiwa is IDR. 50,000 - Rp. 150,000. The brand image variable has an insignificant influence on purchasing decisions for Janji Jiwa Coffee and hypothesis H1 is rejected. The product quality variable has a significant influence on purchasing decisions for Janji Jiwa Coffee and hypothesis H2 is declared accepted. The product price variable has a significant influence on purchasing decisions for Janji Jiwa Coffee and hypothesis H3 is declared accepted

Keywords: brand image, soul promise, purchasing decision, partial least squares (PLS)

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2006112331

Penerbit

Pekanbaru : Universitas Riau – Fakultas Pertanian - Agribisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2006112331

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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