PENGARUH HARGA, PRODUK DAN CITRA MEREK TERHADAP MINAT BELI KOPI BADONG DI KABUPATEN NGANJUK

KURNIAWAN, FAJAR (2019) PENGARUH HARGA, PRODUK DAN CITRA MEREK TERHADAP MINAT BELI KOPI BADONG DI KABUPATEN NGANJUK. Diploma thesis, STIE MAHARDHIKA SURABAYA.

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Abstract

This research was aimed to examine THE INFLUENCE OF PRICE, PRODUCT AND BRAND IMAGE ON THE BUY INTEREST OF KOPI BADON IN THH NGANJUK REGENCY.This study uses quantitative methods. Data was collected by questionnaire technique. Respondents in this study were 50 people. Analysis of the data used is the analysis of multiple linear regression with the test tool used is SPSS 23 for Windows. After testing the proposed hypothesis, the value of the regression coefficient of Price variable is 0,305 with a significance value of 0,048 < 0,05, Product variable is 0,322 with a significance value of 0,029 < 0,05 and the Brand Image variable is 0,395 with a significance value of 0,020 < 0,05. The F test value is Fcount = 43,526> Ftable = 2,82 with a significance value of 0,000 < 0,05.The t-test value of the Price variable is tcount = 2,036 > ttable = 2,01290and the significance value is 0,048 < 0,05, Product variable is tcount = 2,254 > ttable =2,01290 with a significance value of 0,029< 0,05 and the Brand Image variable is tcount = 2,412 > ttable = 2,01290 with a significance value of 0,020 < 0,05.The dominant variable can be seen from the regression coefficients of the resulting beta value. The value of the Price0 is 0,274, the Product variable is 0,308 and the Brand image variable is 0,344.Companies should improve Price and Product to increase Buy Interest of better.The results of the study indicate that Price, Product and Brand Image have a positive and significant influence both partially and simultaneously on Buy Interest. Brand Image has a more dominant influence on Buy Interest than Price and Product. Keywords : Price, Product, Brand Image, Buy Interest

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Price, Product, Brand Image, Buy Interest
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	12 Nov 2019 04:16
Last Modified:	15 Dec 2022 08:39
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1178

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