ZAKIYAH, FARIDATUZ (2020) PENGARUH PERSEPSI HARGA, VARIASI PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA AICE ICE CREAM ( Studi pada Konsumen Outlet “Jaya” Desa Wringinpitu). Undergraduate thesis, UPN"VETERAN" JATIM.
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Abstract
The development of science and technology makes changes in various sectors, both from the industrial sector, politics, economy and even culture. Along with this, many companies are growing and developing fast. One of them is the Aice company which is currently able to compete the prices offered are affordable and have good, high quality The low price offered is a consideration for consumers in making a purchase. In addition, product variations can affect purchasing decisions, with a complete product variety, consumers will feel satisfied that his wish was fulfilled. And brand image also affects purchase decision if it has a good image in the eyes of consumers. This study aims to determine the effect of price perceptions, variations in product and brand image on purchasing decisions on Aice Ice Cream. The population in this study were all consumers of Aice ice cream at the outlet "Jaya" Wringinpitu village. Samples were taken as many as 78 respondents with the method non-probability sampling with purposive sampling technique. Data that used is primary data with data collection techniques through distributing questionnaires and documentation. Hypothesis testing is done by using the Partial Least Square (PLS) method. The results showed that the perception variable gave contribution to purchasing decisions. Variable product variation is less contribute to purchasing decisions. And brand image variable contribute to purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5549 Personnel Management. Employment Management | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 14 Jun 2021 07:49 | ||||||||
| Last Modified: | 14 Jun 2021 07:50 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1945 |
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