ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen teh dalam kemasan merek Teh Botol Sosro di Kota Semarang)
Abstract: The business
competition of packaged tea products is increasing, as indicated by the growing
number of new brands of bottled tea in packaging. Conditions must be understood
by bottled tea manufacturers by improving marketing strategies through
improving product quality, brand image, appropriate pricing strategies and
increasingly attractive promotions for consumers interested in deciding to
purchase their products. The purpose of this research is to examine the effect
of product quality, brand image, price perception and promotion on purchasing
decision of Sosro Bottle Tea product.
The population in this study were consumers who bought Sosro bottle tea
in Semarang City, while the sample was as many as 100 respondents who got by
using accidental sampling sampling technique, that is the researcher chose
respondents by way of respondents in crowded places seller Sosro tea seller in
City. The type of data used is primary data, using the method of collecting
data kusioner.
The result of analysis by using multiple regression is product quality
have positive effect to purchasing decision. Brand image positively affects
purchasing decisions. Price perceptions have a positive effect on purchasing
decisions. Promotion positively affects purchasing decisions.
Keywords: Product Quality,
Brand Image, Price Perception, Promotion and Purchase Decision
Penulis: Alfa Nurrahman
Firdausi, Imroatul Khasanah
Kode Jurnal: jpmanajemendd170914
