Putri, Sisilia (2025) Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Konsumen Pembelian Air Mineral Kemasan 550 ml Merek Cleo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of product quality, price perception, and promotion on consumer decisions in purchasing 550 ml Cleo brand mineral water. In an era of tight competition in the bottled drinking water industry, understanding the factors that influence purchasing decisions is crucial for companies to maintain and increase market share. This study uses a quantitative approach with a survey method by distributing questionnaires to 100 respondents who are active consumers of the Cleo brand. The data analysis technique used is multiple linear regression. The results of the study indicate that product quality, price perception, and promotion simultaneously have a significant effect on consumer purchasing decisions. Partially, product quality and price perception have a positive and significant effect, while promotion shows a lower but still significant effect. These findings provide important implications for Cleo's marketing strategy, especially in maintaining quality and setting prices that are in accordance with consumer value perceptions. Keywords: product quality, price perception, promotion, purchasing decisions, Cleo
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | sisilia putri k.d | ||||||||
| Date Deposited: | 10 Jun 2025 04:39 | ||||||||
| Last Modified: | 10 Jun 2025 04:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37138 |
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