Armansyah, Demas Baharudin Arya (2023) Pengaruh Persepsi Harga, Variasi Produk Dan Brand Ambassador Terhadap Keputusan Pembelian Produk Aice Di Kabupaten Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of science and technology changed various sectors, especially in the food and beverage sector. Using Aice as the research object at the Gresik Regency, this study sought to explain how perceived pricing, product diversity, and brand ambassadors affect shopping decisions. Purposive sampling and a quantitative strategy were both used in this study. The Gresik Regency's Aice consumers made up the study's sample population. Consumers who resided in Gresik Regency and were at least 18 years old made up the sample for this study. According to the criteria, 110 Aice customer respondents made up the sample for this study. All tests using the Smart PLS Application showed that all tests got scores above the required values, so the tests were declared reliable. The study's findings demonstrated that pricing perceptions significantly influenced consumers' decisions to buy. Purchase decisions were significantly influenced favorably by product variation. In a similar vein, the brand ambassador variable significantly improved decision-making
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | demas Baharudin Arya | ||||||||
| Date Deposited: | 19 Sep 2023 07:27 | ||||||||
| Last Modified: | 19 Sep 2023 07:27 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17587 |
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