PENGARUH MEDIA IKLAN TELEVISI, KUALITAS PRODUK, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI KAPAL API (Studi pada Masyarakat di Kecamatan Purbalingga)

SARI, TANYA NAISYA (2022) PENGARUH MEDIA IKLAN TELEVISI, KUALITAS PRODUK, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI KAPAL API (Studi pada Masyarakat di Kecamatan Purbalingga). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

[img] Text
Tanya Naisya Sari Cover.pdf

Download (1MB)
[img] Text
Tanya Naisya Sari BAB 1.pdf

Download (769kB)
[img] Text
Tanya Naisya Sari BAB 2.pdf

Download (754kB)
[img] Text
Tanya Naisya Sari BAB 3.pdf
Restricted to Repository staff only

Download (953kB)
[img] Text
Tanya Naisya Sari BAB 4.pdf
Restricted to Repository staff only

Download (1MB)
[img] Text
Tanya Naisya Sari BAB 5.pdf
Restricted to Repository staff only

Download (672kB)
[img] Text
Tanya Naisya Sari Daftar Pustaka.pdf

Download (756kB)
[img] Text
Tanya Naisya Sari Lampiran.pdf
Restricted to Repository staff only

Download (1MB)

Abstract

The purpose of this study was to determine the effect of television adversiting media, product quality, brand awareness, brand image, and purchase decision. The sample selection in this study was carried out by purposive sampling method. Based on the criteria, as many as 107 respondents were sampled. The data analysis techniques used in this research were instrument test, descriptive statistics, classical assumption test, multiple linier regression analysis, and hypothesis testing. The results of the analysis show that television advertising media, product quality, brand awareness, and brand image simultaneously effect purchasing decision, then result of the analysis showed that as partial, television adversiting media, product quality, and brand image has a positive effect on the purchasing decision, however brand awareness has a negative effect and significant on the purchasing decision.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: television adversiting media, product quality, brand awareness, brand image, purchase decision
Subjects: 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 07:43
Last Modified: 28 Jul 2022 07:43
URI: http://repository.ump.ac.id/id/eprint/13075

Actions (login required)

View Item View Item