PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN INDOMIE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG

DAYANTI, SHERIN AYU and Widad, Ahmad and Nofiawaty, Nofiawaty (2020) PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN INDOMIE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the effect of brand awareness and perceived quality toward Indomie’s purchase decisions on economic student of sriwijaya university Palembang. the research method used a quantitative method that has a causal-comparative design. The data has used in this research are primary data and secondary data. Non-probability sampling was used as a sampling method with the total sample of 100 respondents. Data was collected through questionnaire which validity and reliability were already verified. The analysis tool in this study are simultaneous test (F test), partial test (t test), and multiple linear regression analysis. Reseluts have show that : (1)Brand awareness and perceived quality has positive effect on purchase decision by Fcount 33,960 with significance value of 0,000 < 0,05; (2)Brand awareness partially had positive effect on purchase decisions by tcount 4,012 with significance value of 0,000 < 0,05 and positive value of regression coefficients which was 0,348; (3)Perceived quality partially had positive effect on purchase decisions by tcount 2,221 with significance value of 0,029 < 0,05 and positive value of regression coefficients which was 0,212; (4) the dominant variable influencing was brand awareness.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand awareness, perceived quality, purchase decision
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography H Social Sciences > HB Economic Theory > HB221-236 Price H Social Sciences > HB Economic Theory > HB238-251 Competition. Production. Wealth
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 5769 not found.
Date Deposited:	03 Jun 2020 01:18
Last Modified:	03 Jun 2020 01:18
URI:	http://repository.unsri.ac.id/id/eprint/29612

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