KURNIATI, INDAH (2014) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH SIAP MINUM DALAM KEMASAN MEREK TEH BOTOL SOSRO (STUDI KASUS PADA MAHASISWA JURUSAN ADMINISTRASI BISNIS POLITEKNIK NEGERI SRIWIJAYA). Other thesis, Politeknik Negeri Sriwijaya.
Full text not available from this repository.Abstract
The purpose of this final report are to know and to analyze the influence of the brand image consist of attributes, values, culture, and user to purchasing decisions tea of bottle Sosro brand and to know the most dominant variables which influence purchasing decisions tea of bottle Sosro brand on Student at Business Administration State Polytechnic of Sriwijaya. The population in this research is Student at Business Administration State Polytechnic of Sriwijaya. The analysis technique used by the researcher was the doubled-linear regression with program SPSS (Statistic Product and Service Solution) version 11,5. The research shows that coefficient determination is 0,421. It means that variable independent (attributes, values, culture and user) influencing purchasing decisions of tea bottle Sosro brand on Student of Business Administration State Polytechnic of Sriwijaya is 42,1 percent and 57,9 percent influence by another variables that were not analyzed in this research. Result of F test is 42,336 with significant level 0,000 < 0,05. The result of the partial test (t test) for culture and user had influence and significant influence to the purchasing decisions, so the variables do not have a significant influence are attributes and values. The variables is the most dominant influenced of purchasing decisions of tea bottle Sosro brand is the values. Based on the results of study, the writer give suggestions that companies can maintain variables of value of brand image for increase the purchasing decisions of tea bottle Sosro. Keywords: Attributes, Brand Image, Culture, Purchasing Decisions, User, Values
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Attributes, Brand Image, Culture, Purchasing Decisions, User, Values |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mrs Trisni Handayani |
| Date Deposited: | 20 Jan 2016 06:12 |
| Last Modified: | 20 Jan 2016 06:12 |
| URI: | http://eprints.polsri.ac.id/id/eprint/674 |
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