| dc.contributor |
Fakultas Ekonomi dan Bisnis |
|
| dc.creator |
Zakaria, Muhamad Taufik |
|
| dc.creator |
Tresnati, Ratih |
|
| dc.date |
2020-08-25 |
|
| dc.date.accessioned |
2021-03-15T04:10:01Z |
|
| dc.date.available |
2021-03-15T04:10:01Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/manajemen/article/view/23719 |
|
| dc.identifier |
10.29313/.v6i2.23719 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29733 |
|
| dc.description |
Abstract.aThis study aimsAtoAdetermine theAapplication of the CleoAbrand bottled brandAimage, toAdetermineAthe implementation of the Cleo brand bottled product quality, to determineAconsumer purchasingAdecisions on the Cleo brand bottled water, toAdetermine the magnitudeAof theAinfluenceAof brandAimageAon purchasingAdecisions, to determine the magnitude of the influence of product quality on purchasingAdecisions , and toAfind out how muchAinfluence theAbrandAimageAandAproductAquality have on purchasingAdecisions. The methodAused is a surveyAmethod. This type ofAresearch is descriptiveAquantitative. The samplingAtechnique is non probabilityAsampling.AThe populationAin this study was Cleo brand bottled water consumers in the city of Bandung. The sample taken was 100 respondents Data collectionAtechniques used wereAquestionnaires. DataAanalysis method used is descriptive analysisAand verification analysis aims toAdetermine the direction of theArelationship between the independent variableA(X1) and the independent variable (X2) with the dependentAvariable. The resultsAof this study stated thatAthe Cleo brand brand image can beAsaid to be good and theAquality ofAthe CleoAbrand bottled product can be said to be good. Respondents' response to purchasing decisions on the Cleo brandAbottled water can be said toAbe sufficient. The results ofAthis study indicate a significantAinfluence between brandAimage and product qualityAon consumer purchasing decisions.Keywords:ABrand Image, Product Quality, and Purchasing Decisions Abstrak. PenelitianAini bertujuan untukAmengetahui penerapan citraAmerek AMDK merek Cleo, untukAmengetahui pelaksanaan kualitasAproduk AMDK merek Cleo, untukAmengetahui keputusanApembelian konsumen pada AMDK merek Cleo, untukAmengetahui besarnya pengaruhAcitra merek terhadapAkeputusan pembelian,Auntuk mengetahui besarnya pengaruh kualitasAproduk terhadap keputusanApembelian, danAuntuk mencari seberapa besar pengaruh citraAmerek dan kualitasAproduk terhadap keputusan pembelian. Metode yangAdigunakan adalah metode survey. JenisApenelitian yang dilaksanakan kuntitatif deskriptif.ATeknik penarikan sample adalah nonAprobability sampling. PopulasiAdalam penelitian iniAadalah konsumen AMDK merek Cleo di KotaABandung. Sample yang diambilAadalah 100 orang responden.ATeknik pengumpulan data yangAdigunakan adalah kuisioner. MetodeAanalisis data yangAdigunakan adalah analisis deskriptif dan analisis verifikatif bertujuan untukAmengetahui arah hubunganAantara variable independen (X1) danvariable independen (X2) denganAvariable dependen. Hasil penelitianAini menyatakan bahwa citra merek AMDK merek Cleo dapat dikatakan baik dan kualitas produk AMDK merek Cleo dapatAdikatakan baik. TanggapanAresponden mengani keputusan pembelian pada AMDK merek Cleo dapat dikatakanAcukup. HasilApenelitian ini menunjukan adanyaApengaruh yang signifikan antara citraAmerek dan kualitas produkAterhadap keputusanApembelian konsumen.Kata Kunci:aCitra Merek, Kualitas produk, dan KeputusanAPembelian |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Universitas Islam Bandung |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/manajemen/article/view/23719/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen |
|
| dc.source |
Prosiding Manajemen; Vol 6, No 2, Prosiding Manajemen (Agustus, 2020); 894-898 |
|
| dc.source |
Prosiding Manajemen; Vol 6, No 2, Prosiding Manajemen (Agustus, 2020); 894-898 |
|
| dc.source |
2460-6545 |
|
| dc.source |
10.29313/.v6i2 |
|
| dc.subject |
Manajemen |
|
| dc.subject |
Citra Merek, Kualitas produk, dan Keputusan Pembelian |
|
| dc.title |
Pengaruh Citra Merek dan Kualitas Produk TerhadapaKeputusan Pembelian Air Minum dalam Kemesana (AMDK) Mereka Cleo |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kuantitatif |
|