Fauziyah, Rima Shobiroh (2024) Persepsi Konsumen Atas Kualitas Produk, Harga, Merek Dan Celebrity Endorser Dalam Pengambilan Keputusan Pembelian Esteh Indonesia. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research investigates how Indonesian consumers decide to purchase EsTeh Indonesia beverages. It focuses on four factors: product quality, price, brand image, and the influence of celebrity endorsements. The study employs a combination of descriptive analysis and Structural Equation Modeling (SEM) to understand how these factors relate to buying decisions. The results reveal that consumers prefer to buy EsTeh Indonesia at physical outlets due to the inviting atmosphere and convenience. More importantly, the study finds that both product quality and price significantly influence purchasing decisions. Brand image also has a positive impact, but interestingly, celebrity endorsements have no significant effect. Overall, the research model demonstrates a good fit and provides strong evidence for the importance of product quality and price in driving consumer choices. This offers valuable insights for EsTeh Indonesia to strengthen its market position and build a loyal customer base by focusing on these key factors. Keywords: Consumer Behavior, Purchasing Decisions, EsTeh Indonesia
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > SB Plant culture | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Rima Shobiroh F | ||||||||||||
| Date Deposited: | 16 Jul 2024 06:13 | ||||||||||||
| Last Modified: | 16 Jul 2024 06:13 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26210 |
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