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Citra Merek, Kesadaran Merek, Harga Serta Promosi Dan Pengaruhnya Terhadap Keputusan Pembelian Konsumen Teh Botol Sosro Di Surabaya

Damayanti, Dhisma (2019) Citra Merek, Kesadaran Merek, Harga Serta Promosi Dan Pengaruhnya Terhadap Keputusan Pembelian Konsumen Teh Botol Sosro Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Brand image makes the company have a competitive advantage over a product in creating a relationship between consumers and producers. Brand image helps to realize the company's goals so that products received by consumers various promotional techniques in business scenarios are used by marketers to influence consumer purchasing decisions on Teh Botol Sosro tea beverage products. The convenience of consumers in remembering brands on certain products indicates that consumer brand awareness on these products is high. Price is something that marketers use to improve consumer purchasing decisions. In order for sales to increase, marketers must also have innovation in promotion. Promotion is an activity carried out by marketers in informing their products to consumers and making consumers interested in making purchasing decisions. Through this research, efforts have been made to determine brand image, brand awareness, price, and promotion of purchasing decisions. To conduct this research, data was collected through purposive sampling of 130 respondents through descriptive research design techniques. Then the data are analyzed and the hypothesis is tested using multiple regression techniques. The results showed that brand image, brand awareness, price and promotion influenced purchasing decision Keywords : Brand Image, Brand Awareness, Price, Promotion and Purchase Desicision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 23 Oct 2019 02:29
Last Modified: 23 Oct 2019 02:29
URI: http://eprints.perbanas.ac.id/id/eprint/5185

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