| dc.contributor.author | SALLY, JONATHAN LEONARD | |
| dc.date.accessioned | 2022-01-19T07:02:22Z | |
| dc.date.available | 2022-01-19T07:02:22Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4252 | |
| dc.description | The purpose of this research is to find out the relationship of brand image and price
perception influence on purchase decision of T’Nuners product that is measured by several
indicators. Indicator of brand image variable that is measured, that is, different product
character, possitive brand impression at market share and brand is easily known by
consumers. Indicator of price perception variable thas is measured is price affordability,
conformity with quantity and price comparison with competitors. Purchase decision variable
as dependent variable, is measured using several indicators, that is, product choice, brand
choice, purchase amount and purchase time. This research uses quantitative method with
sampling using non-probability sampling method. The non-probability sampling technique
that is chosen in this reasearch is saturated sampling. This research will obtain primary data
from a questionnaire that will be respondent target according to variable indicators.
Questionnaires will be distributed to 82 respondents and uses Likert scale. Likert scale is
used to measure attitude, opinion, and perception of a person or group of people about social
phenomena. The Likert scale includes: strongly disagree (STS), disagree (TS), quite agree
(CS), agree (S) and strongly agree (SS. The sample in this research is respondents of
T'Nuners product consumers. This research uses 82 respondents of T'Nuners product
consumers. The result of hypothesis test entirely tests simultan proves that brand image and
price perception hypothesis influence significant on purchase decision. In addition, based on
independent t-test, it can be found that brand image and price perception have positive
influence on purchase decision of T'Nuners product. In testing determination coefficient, it is
found that the influence of brand image and price perception on purchase decision has great
influence. | en_US |
| dc.description.abstract | Penelitian ini ditujukan untuk mengetahui hubungan pengaruh Brand Image Dan
Persepsi Harga Terhadap Keputusan Pembelian Produk T’nuners yang diukur dengan
bebrapa indikator. Indikator dari Variabel Brand Image yang diukur yaitu :Karakter produk
yang berbeda, Kesan merek positif di pangsa pasar dan Merek mudah dikenali oleh
konsumen. Indikator dari variabel Persepsi Harga yang diukur yaitu: Keterjangkauan harga,
Kesesuaian dengan kualitas, Kesesuaian dengan kuantitas dan Perbandingan harga dengan
pesaing. Variabel Keputusan pembelian sebagai variabel terikat, diukur menggunakan
beberapa indikator yaitu: Pilihan Produk, Pilihan Merek, Jumlah Pembelian dan Waktu
Pembelian. Penelitian ini menggunakan metode kuantitatif dengan pengambilan sampel
menggunakan cara non-probability sampling. Adapun teknik non-probability sampling yang
dipilih dalam penelitian ini adalah sampling jenuh. Penelitian ini akan mendapatkan data
primer dari kuesioner yang akan target responden sesuai dengan indikator-indikator
variabel. Kuesioner akan dibagikan kepada 82 responden dan menggunakan skala Likert.
Skala Likert digunakan untuk mengukur sikap, pendapat, dan persepsi seseorang atau
sekelompok orang tentang fenomenal sosial. Skala likert tersebut meliputi:sangat tidak setuju
(STS), tidak setuju (TS), cukup setuju (CS), setuju (S) dan sangat setuju (SS. Sampel dalam
penelitian ini adalah responden konsumen produk T’Nuners. Penelitian ini menggunakan 82
responden konsumen produk T’Nuners. Hasil pengujian hipotesis secara keseluruhan uji
simultan membuktikan hipotesis Brand Image dan Persepsi Harga berpengaruh signifikan
terhadap Keputusan Pembelian. Selain itu, berdasarkan uji independent t-test, dapat
diketahui bahwa Brand Image dan Persepsi Harga memiliki pengaruh positif terhadap
Keputusan Pembelian produk T’Nuners. Pada pengujian koefisien determinasi diketahui
bahwa pengaruh Brand Image dan Persepsi Harga terhadap Keputusan Pembelian memiliki
pengaruh sangat besar. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Brand Image | en_US |
| dc.subject | Persepsi Harga | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.title | PENGARUH BRAND IMAGE DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK T’NUNERS | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0717078204 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117147 | |
| dc.identifier.dosenpembimbing | HELENA SIDHARTA | |
