Rahmawati, Angelina (2025) Pengaruh Kualitas Produk, Citra Merek dan Promosi terhadap Keputusan Pembelian Produk Teh Gelas di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of product quality, brand image, and promotion on the purchasing decisions of Teh Gelas products in Surabaya. This research is a quantitative study with descriptive and associative approaches. Data were collected by distributing questionnaires via Google Forms to 112 respondents who had purchased Teh Gelas products in Surabaya. The sampling technique used was purposive sampling, while the data analysis method employed Partial Least Squares (PLS) with the assistance of SmartPLS 3.0 software. The results of the study indicate that product quality and promotion have a positive and significant effect on purchasing decisions, meaning that the better the taste quality of Teh Gelas, the stronger the purchasing decision. However, brand image has a negative and insignificant effect on purchasing decisions. This study confirms that product quality and promotion are the main factors driving purchasing decisions for Teh Gelas in Surabaya, while brand image does not have a significant influence. Keywords: Product Quality, Brand Image, Promotion, Purchasing Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Angelina Rahmawati | ||||||||
| Date Deposited: | 03 Dec 2025 01:53 | ||||||||
| Last Modified: | 03 Dec 2025 01:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47525 |
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