PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI PRODUK MINUMAN POCARl SWEAT (STUDI KASUS KONSUMEN POCARI SWEAT DI KOTA PALEMBANG)

FAIZAL, FAIZAL and Diah, Yuliansyah M. and Rosa, Aslamia (2010) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI PRODUK MINUMAN POCARl SWEAT (STUDI KASUS KONSUMEN POCARI SWEAT DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are (1) to analyze the effect of brand image toward consumers decision of Pocari Sweat and (2) to find the most effective variable of brand image toward consumers decision. The method used is purposive sampling, therefore, from the total homogeny population, 100 respondents are taken as the sample. The analysis model used in this research is quantitative analysis and qualitative analysis. Research finding has shown that 30,8% brand image effects toward consumers decision. The most effective variable of brand image toward consumers decision is product image. Consumer image and product image have effected significantly toward the consumers decision, and only product image does not have effected significantly toward the consumers decision. Because of that, PT Amerta Indah Otsuka as producer of Pocari Sweat has to make product image stronger than before.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Consumers Decision
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	29 Mar 2021 03:39
Last Modified:	29 Mar 2021 03:39
URI:	http://repository.unsri.ac.id/id/eprint/44382

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