PENGARUH BRAND AWARENESS, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN COKELAT CADBURY (Studi pada Mahasiswa di Universitas Muhammadiyah Purwokerto)

HAPSARININGSIH, NURVITA (2022) PENGARUH BRAND AWARENESS, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN COKELAT CADBURY (Studi pada Mahasiswa di Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this research was to determine the influence of brand awareness, brand image, and product quality on purchase decision of Cadbury chocolate. The sample selection in this research was carried out by purposive sampling. Based on the criteria, as many as 110 respondents where sampled. The data analysis techniques used in this research where instrument test, descriptive statistic, classical assumption test, multiple regression analysis, and hypothesis testing. . The results of the analysis showed that brand awareness, brand image, and product quality simultaneously affect purchasing decisions. Then partially, the brand image variable has no effect on purchasing decisions, while brand awareness, and product quality, each partially has a positive effect on purchasing decisions.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: brand awareness, brand image, product quality, purchase decision
Subjects: 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 > Manajemen S1
Depositing User: Indra Himawan
Date Deposited: 28 Jul 2022 00:37
Last Modified: 28 Jul 2022 00:37
URI: https://repository.ump.ac.id:80/id/eprint/13018

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