Kurniawan, Dava Praya Syafa (2024) Pengaruh Harga, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Otak-otak Bandeng (Studi Kasus Bu Muzanah Store Gresik). Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20024010108.-cover.pdf Download (2MB) |
|
Text (BAB 1)
20024010108.-bab1.pdf Download (228kB) |
|
Text (BAB 2)
20024010108.-bab2.pdf Restricted to Repository staff only until 9 December 2026. Download (321kB) |
|
Text (BAB 3)
20024010108.-bab3.pdf Restricted to Repository staff only until 9 December 2026. Download (300kB) |
|
Text (BAB 4)
20024010108.-bab4.pdf Restricted to Repository staff only Download (387kB) |
|
Text (BAB 5)
20024010108.-bab5.pdf Restricted to Repository staff only Download (189kB) |
|
Text (Daftar Pustaka)
20024010108.-daftarpustaka.pdf Download (208kB) |
|
Text (LAMPIRAN)
20024010108.-lampiran.pdf Restricted to Repository staff only Download (816kB) |
Abstract
Bu Muzanah Store in Gresik faces the challenge of increasing business competition, which has an impact on sales fluctuations. In this situation, the role of consumers is crucial in providing feedback related to the price, product quality, and brand image of Bu Muzanah's otak-otak milkfish to determine sales improvement strategies. This study aims to identify the characteristics of consumers who buy otak-otak milkfish and analyse the effect of price, product quality, and brand image on purchasing decisions at Bu Muzanah Store. The research sample was determined using non-probability sampling technique with accidental sampling method, involving 80 consumers. Data were analysed using descriptive methods and SEM-PLS, and hypothesis testing was carried out. The results showed that the majority of otak-otak milkfish consumers at Bu Muzanah Store are young and independent women who have a fairly high income and are highly educated. Furthermore, it was found that price and brand image have a significant influence on purchasing decisions, with a p-value < 0.05, while product quality does not have a significant influence because the p-value > 0.05.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||||||
| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Dava Praya Syafa Kurniawan | ||||||||||||
| Date Deposited: | 10 Dec 2024 03:31 | ||||||||||||
| Last Modified: | 10 Dec 2024 03:31 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32657 |
Actions (login required)
 |
View Item |