ANALISIS PRODUCT VALUE DAN BRAND IDENTITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SAKARA COFFEE

IKHSAN ASROFI, MUHAMAD (2024) ANALISIS PRODUCT VALUE DAN BRAND IDENTITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SAKARA COFFEE. Strata 1 thesis, Universitas Teknokrat Indonesia.

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Abstract

ANALISIS PRODUCT VALUE DAN BRAND IDENTITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SAKARA COFFEE MUHAMAD IKHSAN ASROFI 18411331 Penelitian ini bertujuan untuk mengetahui pengaruh product value dan brand identity terhadap keputusan pembelian. Data sekunder yang digunakan dalam penulisan ini berupa kuesioner. Variabel independen dalam penulisan ini adalah product value dan brand identity. Metode analisis yang digunakan dalam penelitian ini adalah regresi linear berganda dengan bantuan program SPSS. Sampel penelitian ini terdiri dari 120 responden dengan teknik nonprobability sampling sebagai metode pengambilan sampel. Hasil penelitian ini secara parsial menunjukan variabel product value dan brand identity berpengaruh positif terhadap keputusan pembelian dan secara simultan variabel product value dan brand identity secara bersama sama berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: product value, brand identity, keputusan pembelian ABSTRAK ANALYSIS OF PRODUCT VALUE AND BRAND IDENTITY ON PURCHASING DECISIONS ON SAKARA COFFEE PRODUCTS MUHAMAD IKHSAN ASROFI 18411331 This research aims to determine the influence of product value and brand identity on purchasing decisions. Secondary data used in this writing is in the form of a questionnaire. The independent variables in this writing are product value and brand identity. The analytical method used in this research is multiple linear regression with the help of the SPSS program. This research sample consisted of 120 respondents with nonprobability sampling technique as the sampling method. The results of this research partially show that the product value and brand identity variables have a positive influence on purchasing decisions and simultaneously the product value and brand identity variables together have a significant influence on purchasing decisions.

Item Type:	Thesis (Strata 1)
Uncontrolled Keywords:	product value, brand identity, purchasing decisions
Subjects:	MANAJEMEN > Konflik Dan Manajemen Konflik
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	siswa pkl 2
Date Deposited:	31 Aug 2024 02:56
Last Modified:	31 Aug 2024 02:56
URI:	http://repository.teknokrat.ac.id/id/eprint/6211

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