Pengaruh Product Knowledge Dan Citra Merek Terhadap Keputusan Pembelian Le Minerale di Kota Surabaya

Thalib, Mochammad Rayyan (2025) Pengaruh Product Knowledge Dan Citra Merek Terhadap Keputusan Pembelian Le Minerale di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Official URL: https://journal.unpak.ac.id/index.php/jhss

Abstract

Pollution of the environment caused by the accumulation of plastic waste that is difficult to recycle. Le Minerale offers bottled drinking water products made from Polyethylene Terephthalate (PET), apart from being free from BPA, the Polyethylene Terephthalate base material is also easy to recycle. In addition, Le Minerale also experienced a black campaign. This study aims to determine the effect of Product Knowledge on Le Minerale purchasing decisions and the effect of Brand Image on Le Minerale purchasing decisions. In this study the method used is quantitative. The variable measurement scale used in this study is an ordinal scale with Likert weighting technique and 90 respondents. Researchers used a non-probability sampling method with purposive sampling technique. The data analysis approach uses the PLS (Partial Least Square) program. Based on the research results, product knowledge and brand image have a positive and significant effect on purchasing decisions for Le Minerale.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
UNSPECIFIED	Wardani, Nuruni Ika Kusuma	NIDN0709106302	ikanuruni.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD30.27 Business Forecasting
H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Mochammad Rayyan Thalib

Date Deposited:

16 Jan 2025 06:59

Last Modified:

16 Jan 2025 06:59

URI:

https://repository.upnjatim.ac.id/id/eprint/33950

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