| dc.contributor.author | CATHERINE PADLAN, ANGELIA | |
| dc.date.accessioned | 2022-04-28T08:37:47Z | |
| dc.date.available | 2022-04-28T08:37:47Z | |
| dc.date.issued | 2015 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4944 | |
| dc.description | Small business in the field of culinary has been developed that there are too many
competitors encountered. instaCAKE business has a unique concept in
encountering issues with other competitors, but the owner of InstaCAKE felt that
the level of product sales is still not maximized. Thus, a research conducting on
several factors influencing purchase decision of InstaCAKE business and this time
will be studies concerning the perception of the consumers against product and
brand. The objective of this research was to prove that consumers’ perception
against product and brand is true that it affects the purchase decision. This
research consisted of three variable such among other: Perception of consumers
against product (X1), perception of consumers against brand (X2), and purchase
decision (Y). The method research used was quantitative method that uses simple
random sampling technique involving samples amounting to 100 respondents.
Analysis technique in this research was using multiple linear where there was a test
of hypothesis and a test of classic assumption. Results of this research showed
research problem and hypothesis made proved to be correct that consumers’
perception against product and brand is very influencing or significantly
influencing against purchase decision of InstaCAKE product | en_US |
| dc.description.abstract | Bisnis kecil di bidang kuliner sudah sangat berkembang sehingga terlalu banyak
pesaing yang harus diatasi. Bisnis InstaCAKE telah memiliki konsep yang unik
dalam mengatasi masalah pesaing, tetapi owner dari InstaCAKE sendiri merasa
bahwa tingkat penjualan produk masih kurang maksimal. Maka dari itu, diteliti
mengenai beberapa faktor yang mempengaruhi keputusan pembelian dari bisnis
InstaCAKE dan yang kali ini akan diteliti adalah mengenai persepsi konsumen
terhadap produk dan brand. Tujuan dari penelitian ini adalah untuk membuktikan
bahwa persepsi kondumen terhadap produk dan brand benar berpengaruh terhadap
keputusan pembelian. Penelitian ini terditi dari tiga variabel, yaitu: Persepsi
konsumen terhadap produk (X1), persepsi konsumen terhadap brand (X2), dan
keputussan pembelian (Y). Metode penelitian ini adalah dengan menggunakan
metode kuantitatif yang menggunakan teknik simple random sampling yang
melibatkan sampel sebanyak 100 responden. Teknik analisis pada penelitian ini
menggunakan pengujian linier berganda dimana didalamnya terdapat pengujian
hipotesis dan juga uji asumsi klasik. Hasil dari penelitian ini menunjukkan
perumusan masalah dan hipotesis yang dibuat terbukti benar bahwa persepsi
konsumen terhadap produk dan brand sangat berpengaruh atau berpengaruh secara
signifikan terhadap keputusan pembelian dari produk InstaCAKE. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Perception | en_US |
| dc.subject | Perception of Product | en_US |
| dc.subject | Brand | en_US |
| dc.subject | Purchase Decision INSTACAKE | en_US |
| dc.subject | Persepsi | en_US |
| dc.subject | Persepsi Produk | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.subject | InstaCAKE | en_US |
| dc.title | PERSEPSI PRODUK DAN BRAND TERHADAP KEPUTUSAN PEMBELIAN PRODUK INSTACAKE | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0721046003 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40211030 | |
| dc.identifier.dosenpembimbing | Juliuska Sahertian | |
