PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI KENANGAN CABANG KOTA PALEMBANG

MELINIA, FITRI and Mavilinda, Hera Febria (2024) PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI KENANGAN CABANG KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness dan perceived quality terhadap keputusan pembelian pada kopi kenangan cabang Kota Palembang. Penelitian ini menggunakan sampel 100 responden yang memiliki kriteria berumur lebih dari 17 tahun dan pernah membeli kopi kenangan 6 bulan terakhir. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi Berganda. Berdasarkan hasil analisis disimpulkan bahwa brand awareness dan perceived quality berpengaruh positif dan signifikan terhadap keputusan pembelian.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness, Perceived Quality, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Fitri Melinia
Date Deposited:	17 May 2024 08:36
Last Modified:	17 May 2024 08:37
URI:	http://repository.unsri.ac.id/id/eprint/144365

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