PENGARUH BRAND ACTIVATION DAN BRAND AWARENESS TERHADAP PURCHASE DECISION KONSUMEN MINUMAN SACHET “NUTRISARI” DI KOTA PALEMBANG

PRIMA, RIGID AGUS and Nailis, Welly (2024) PENGARUH BRAND ACTIVATION DAN BRAND AWARENESS TERHADAP PURCHASE DECISION KONSUMEN MINUMAN SACHET “NUTRISARI” DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Activation dan Brand Awareness ¬terhadao Purchase Decision konsumen minuman saribuah serbuk “Nutrisari” di kota Palembang. Penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitin adalah konsumen yang sudah pernah melakukan pembelian minuman saribuah serbuk “Nutrisari” di kota Palembang. Sampel pada penelitian ini sebanyak 100 responden yang menggunakan teknik Non-Probability Sampling dengan metode Purposive Sampling. Instrumen pengumpulan data penelitian ini menggunakan kuesioner yang dinilai dengan Skala Likert dan telah diuji menggunakan program SPSS Statististics 27 for Windows. Penelitian ini menghasilkan variabel-variabel Brand Activation dan Brand Awareness berpengaruh signifikan secara parsial dan simultan terhadap Purchase Decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Activation, Brand Awareness, Purchase Decision, Nutrisari
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rigid Agus Prima
Date Deposited:	24 Apr 2024 01:05
Last Modified:	24 Apr 2024 01:05
URI:	http://repository.unsri.ac.id/id/eprint/143362

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