HUBUNGAN MEREK, HARGA DAN PROMOSI TERHADAP MINAT PEMBELIAN KOPI SIAP MINUM UNTUK BRAND LOKAL DAN IMPORT DI KOTA PALEMBANG

LERISTA, YUNI SAFIRA and Adriani, Dessy (2023) HUBUNGAN MEREK, HARGA DAN PROMOSI TERHADAP MINAT PEMBELIAN KOPI SIAP MINUM UNTUK BRAND LOKAL DAN IMPORT DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of research were (1) to analyze brand perception, price, and promotion of ready-to-drink coffee with local and imported brands in Palembang City (2) to analyze the purchase interest of ready-to-drink coffee with local and imported brands in Palembang City (3) to find out the relationship between purchase interest and the influence of brand perception, price, and promotion of ready-to-drink coffee with local and imported brands in Palembang City. This research was conducted in coffee shops with local brands and imported brands in Palembang City. Data collection was carried out in November 2022. The method used was a purposive sampling method with the criteria of the respondents being with the total sample 60 consumers of the local Janji Jiwa and the imported Starbucks brand. The data collected in this study are primary data and secondary data. The results of this study indicate that consumer perceptions of brands, prices, promotions on local and imported brands in Palembang City are in the criteria of agreeing with a score of 43.90 for local brands and 44.32 for imported brands, meaning that some consumers enjoy ready-to-drink coffee. Local and imported brands in Palembang City. There is a significant relationship between purchase interest and brand perception of local brands of 0.044 and a correlation coefficient of 0.370, which means it shows a positive value.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Harga, Merek, minat beli, Persepsi, Promosi
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Yuni Safira Lerista
Date Deposited:	30 Jan 2023 05:11
Last Modified:	30 Jan 2023 05:11
URI:	http://repository.unsri.ac.id/id/eprint/88278

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