Ayuningtyas, Ardiyanti Resita (2021) Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian Konsumen Di Macro Coffee Roastery Jember Skripsi. Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
This research is motivated for their competitive field of business roasting coffee and also to reveal consumer behavior on purchase decisions on Macro Coffee Roastery Jember. This study aims to analyze and examine the effect of product quality, brand image and price on coffee purchasing decisions at Macro Coffee Roastery Jember. The population in this study were all consumers who bought coffee products with a sample of 40 respondents. The analytical tool used in this study is multiple linear regression analysis with the help of SPSS 22.00. Overall, the results of this study can be concluded that the brand image and price variables have a significant effect on coffee purchasing decisions at Macro Coffee Roastery Jember. Partially the results of this study can be concluded that the variables of product quality, brand image and price have a significant effect on purchasing decisions Macro Coffee Roastery Jember. Price variable is a variable that has a dominant influence on coffee purchasing decisions at Macro Coffee Roastery Jember. Keywords: Purchase decisions, product quality, brand image and price.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Purchase decisions, product quality, brand image and price. | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 576 - Manajemen Industri | ||||||
| Divisions: | Jurusan Manajemen Agribisnis > Prodi D4 Manajemen Agroindustri > Tugas Akhir | ||||||
| Depositing User: | Ardiyanti Resita Ayu | ||||||
| Date Deposited: | 07 Jun 2021 03:45 | ||||||
| Last Modified: | 07 Jun 2021 04:09 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/4959 |
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