PENGARUH GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK COCA-COLA DI SURABAYA

ANGGRAENI, AULIA DWI (2024) PENGARUH GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK COCA-COLA DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

ABSTRACT In the current era of globalization, people live in a modern environment that has an instant lifestyle, this can be seen from the increasing habit of consuming soft drinks. Soft drinks circulating in the community now generally like carbonated drinks. A unique and strong brand image can make Coca-Cola the top choice among the many other beverage product options and will influence purchasing decisions. This study aims to analyze the effect of lifestyle and brand image on purchasing decisions for Coca-Cola products in Surabaya. This research uses quantitative methods with the sampling technique used, namely Non Probability Sampling with a Purposive Sampling approach. The research sample amounted to 80 respondents who are consumers over 17 years old who specifically buy and consume Coca-Cola products in Surabaya. The data collection technique uses primary data obtained through questionnaires distributed to respondents. The technique for analysis used in this study uses the PLS or Partial Least Square application and through validity testing, reliability testing and hypothesis testing. Based on the research results, it can be concluded that lifestyle has a positive and significant effect on purchasing decisions. Likewise, the brand image variable has a positive and significant effect on purchasing decisions for Coca Cola products in Surabaya. Keywords: Lifestyle, Brand Image, Purchase Decision

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWardhani, Nuruni Ika KusumaNIDN0709106302ikanuruni.mnj@upnjatim.ac.id
Subjects: H Social Sciences > HC Economics
Divisions: Faculty of Economic > Departement of Management
Depositing User: AULIA DWI ANGGRAENI
Date Deposited: 17 Sep 2024 09:44
Last Modified: 18 Sep 2024 07:56
URI: https://repository.upnjatim.ac.id/id/eprint/29291

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