PENGARUH FAKTOR BUDAYA, SOSIAL, PRIBADI, DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM KESEHATAN MEREK KANGEN WATER

SARAFINA, JIHAN ALMAS (2018) PENGARUH FAKTOR BUDAYA, SOSIAL, PRIBADI, DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM KESEHATAN MEREK KANGEN WATER. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The type of research used in this study is quantitative. The purpose of this study to determine the influence of independent variables Culture, Social, Personal, and Psychological to the dependent variable Purchase Decision. Data collection technique used purposive sampling by using 125 respondent sample. Test Instruments used Validity test, Reliability, all items statements are valid and reliable, other than it is free from the Classic Assumption Test. Data analysis techniques used are Multiple Linear Regression Analysis, Hypothesis Testing and Different Test. The result of the analysis shows that the cultural, social, personal and psychological variables simultaneously have positive and significant effect on the buying decision of Kangen Water brand health drink. Cultural and psychological variables partially have a positive and significant impact on purchasing decisions, while social and personal variables have a positive but not significant effect on purchasing decisions. Different test results show that there is a significant difference between the purchase with the type of gallon packaging and bottle packaging.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Herni Justiana Astuti, S.E., M.Si., PhD
Uncontrolled Keywords: budaya; sosial; pribadi; psikologis; keputusan pembelian;cultural; social; personal; psychological; and purchasing decisions;
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Riski Wismana
Date Deposited: 13 Mar 2018 03:17
Last Modified: 13 Mar 2018 03:17
URI: http://repository.ump.ac.id/id/eprint/7541

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