Meiliasari, Ditha (2025) Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Susu UHT Ultra Milk di Magetan. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in the UHT milk industry encourages companies to understand the factors that influence consumer purchasing decisions. This study aims to analyze the contribution of brand image, price perception, and product quality to the purchasing decision of UHT Ultra Milk in Magetan Regency. This study uses a quantitative approach with a sample of 85 respondents. The data collection technique was carried out by distributing questionnaires to consumers who had purchased UHT Ultra Milk. Samples were taken using the convenience sampling method. The data used were primary data from the questionnaire, and were analyzed using the Partial Least Square (PLS) method using validity, reliability, and hypothesis testing. The results showed that brand image, price perception, and product quality contributed positively and significantly to purchasing decisions. These findings indicate that consumers in Magetan consider not only functional aspects such as price and quality, but also brand image in making purchasing decisions. Thus, strong brand imaging is one of the important factors in winning market competition and forming consumer loyalty.
| 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: | Ditha Meilia Sari | ||||||||
| Date Deposited: | 17 Jun 2025 07:01 | ||||||||
| Last Modified: | 17 Jun 2025 07:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38072 |
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