PENGARUH CITRA MEREK, IKLAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SUSU ULTRA STUDI KASUS KONSUMEN DI TIP TOP RAWAMANGUN
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Salsabilla, Aida
Subject
Manajemen Pemasaran
Datestamp
2021-12-08 07:44:43
Abstract :
The purpose of this study to determine effect of brand image, advertising and price of decision to purchase Ultra Milk.This study conducted at TIP TOP Rawamangun, East Jakarta. Sample of this study was 97 people. Which is chose by purposive sampling technique. Method of collecting data is analysis coefficient determination and testing of partial and simultan hypothesis.The results of this study is 1. Magnitude of partial determination coefficient with brand image on purchasing decisions is 0.0361%. Result hypothesis test obtained significant t of 0,685 bigger than real level (5% so that H0 is accepted or Ha is rejected, meaning that partial no positive and significant on brand image with purchasing decisions). 2. Magnitude of partial determination coefficient with advertising on purchasing decisions is 28,72. Result hypothesis test obtained significant t of 0,000 bigger than real level (5% so that H0 is rejected or Ha is accepted , meaning that partial is positive and significant on brand image with purchasing decisions). 3. Magnitude of partial determination coefficient with price on purchasing decisions is 2.0449%. Result hypothesis test obtained significant t of 0,461. bigger than real level (5% so that H0 is accepted or Ha is rejected, meaning that partial is no positive and significant on brand image with purchasing decisions). 4. Coefficient simultan dertimination of 29.37%. result Hypothesi test obtained Significant F of 0.000 smaller than real level (5% so that H0 is rejected or Ha is accepted, meaning that is proven of simultan is a positive and significant influence of brand image, advertising and price of purchasing decisions. Key Word : Brand Image , Advertising, Price, Purchase Decision.
The purpose of this study to determine effect of brand image, advertising and price of decision to purchase Ultra Milk.This study conducted at TIP TOP Rawamangun, East Jakarta. Sample of this study was 97 people. Which is chose by purposive sampling technique. Method of collecting data is analysis coefficient determination and testing of partial and simultan hypothesis.The results of this study is 1. Magnitude of partial determination coefficient with brand image on purchasing decisions is 0.0361%. Result hypothesis test obtained significant t of 0,685 bigger than real level (5% so that H0 is accepted or Ha is rejected, meaning that partial no positive and significant on brand image with purchasing decisions). 2. Magnitude of partial determination coefficient with advertising on purchasing decisions is 28,72. Result hypothesis test obtained significant t of 0,000 bigger than real level (5% so that H0 is rejected or Ha is accepted , meaning that partial is positive and significant on brand image with purchasing decisions). 3. Magnitude of partial determination coefficient with price on purchasing decisions is 2.0449%. Result hypothesis test obtained significant t of 0,461. bigger than real level (5% so that H0 is accepted or Ha is rejected, meaning that partial is no positive and significant on brand image with purchasing decisions). 4. Coefficient simultan dertimination of 29.37%. result Hypothesi test obtained Significant F of 0.000 smaller than real level (5% so that H0 is rejected or Ha is accepted, meaning that is proven of simultan is a positive and significant influence of brand image, advertising and price of purchasing decisions. Key Word : Brand Image , Advertising, Price, Purchase Decision.
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