SKRIPSI MBS

Pengaruh Kemasan, Brand Ambassador, dan Citra Merek Terhadap Keputusan Pembelian Pada Konsumen Le Minerale di Solo Raya

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ABSTRACT

This research aims to determine the influence of packaging, brand ambassadors,
and brand image on purchasing decisions among Le Minerale consumers in Solo
Raya. This research was conducted using quantitative methods with a sample of
120 respondents using purposive sampling techniques and data collection using
questionnaires. The data analysis technique was carried out using a Likert scale
and multiple linear regression analysis, the results of the analysis were processed
using SPSS 23. Based on the research results, it shows that: (1) The significance
value of the packaging variable shows a value of 0.038 < 0.05 with a calculated t
value of 2,579 > t table 1.658, which means that the packaging variable has a
significant effect on purchasing decisions. (2) The significance value of the brand
ambassador variable shows a value of 0.000 < 0.05 with a calculated t value of
4.255 > t table 1.658, which means that the brand ambassador variable has a
significant effect on purchasing decisions. (3) The significance value of the brand
image variable shows 0.000 < 0.05 with a calculated t value of 6.747 > t table
1.658, which means that the brand image variable has a significant effect on
purchasing decisions. Thus, of the three independent variables, the brand image
variable provides the highest level of influence on purchasing decisions for Le
Minerale in Solo Raya.
Keywords: Packaging, Brand ambassador, Brand Image, and Purchasing
Decisions

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 AYU p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 128 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Ayu Sri Wardani

Versi lain/terkait

Lampiran Berkas

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