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Please use this identifier to cite or link to this item: https://repository.uksw.edu/handle/123456789/21062
Title: Pengaruh Citra Merek Dan Perceived Quality Terhadap Keputusan Pembelian Produk Minuman Isotonik Pocari Sweat: studi kasus pada Konsumen Minuman Isotonik Pocari Sweat di Salatiga
Authors: Paulus, Tomy Edward
Keywords: Citra merek;Perceived Quality;keputusan pembelian
Issue Date: 2015
Publisher: Program Studi Manajemen FEB-UKSW
Abstract: Penelitian ini dilatarbelakangi oleh fenomena minuman isotonik Pocari Sweat yang bersaing ketat dengan mizone dari tahun ke tahun, hal tersebut dapat menjadi salah satu indikasi bahwa telah terjadi persaingan yang ketat antara dua merek pada produk yang sama. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek terhadap perceived qulity, serta ingin mengetahui pengaruh citra merek dan perceived quality terhadap keputusan pembelian konsumen pada konsumen minuman isotonik Pocari Sweat di Salatiga. Populasi dalam penelitian ini adalah masyarakat Salatiga yang pernah membeli dan mengkonsumsi minuman isotonik Pocari Sweat. Besarnya jumlah sampel yang digunakan dalam penelitian ini sebanyak 200 responden. Teknik analisis dalam penelitian ini dengan Structural Equation Model (SEM). Dari hasil analisis menggunakan Structural Equation Model (SEM) dapat diketahui bahwa dimensi dari citra merek yaitu brand identity dan brand personality paling dominan mempengaruhi keputusan pembelian pada konsumen minuman isotonik Pocari Sweat di Salatiga. Sedangkan untuk variabel perceived quality dimensi performa (performance) dan fitur (fiture) paling dominan mempengaruhi keputusan pembelian pada konsumen minuman isotonik Pocari Sweat di Salatiga.
The research supported by phenomenon isotonic drinks of Pocari Sweat that compete with Mizone from year to year, it would be one indication that there has been intense competition between the two brands on the same products. The purpose of this research is to know the influence brand image against perceived quality, and want to know how the brand image and perceived quality to consumer purchasing decisions on the consumer isotonic drinks of Pocari Sweat in Salatiga. The population in this research is the community of Salatiga ever buy and consume isotonic drinks of Pocari sweat. The number of samples used in the research as many as 200 repondents. Technical analysis in this research uses the structural equation model (SEM ). From the result of the analysis using the structural equation model (SEM )be in the know that the dimention of brand image that is brand identity and brand personality most dominant infuence to consumer purchasing decisions on the consumer isotonic drinks of Pocari Sweat in Salatiga. As for variable of perceived quality dimensions of performance and features the most dominant infuence to consumer purchasing decisions on the consumer isotonic drinks of Pocari Sweat in Salatiga.
URI: https://repository.uksw.edu/handle/123456789/21062
Appears in Collections:T1 - Management

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