Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian pada PT.Guna Cipta Karsa Mandiri

Albert, Albert (2023) Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian pada PT.Guna Cipta Karsa Mandiri. Skripsi thesis, Prodi Manajemen.

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Abstract

There is one company in Batam whose company name is PT Guna Cipta Karsa Mandiri. The company is engaged in supplying Aqua in Batam City. AQUA minerals come from selected springs. AQUA is present in 330 ml, 600 ml, 750 ml, 1500 ml plastic bottles and 220 ml plastic cup packages and 19 liter gallon packages to meet the needs of the population in carrying out their activities. The company experienced cases that were less stable in the sales sector because sales increased and decreased every month. This is because consumers tend to choose products that have a positive brand image, so companies need to ensure that Aqua is always ready to defend the public's view of the Aqua brand. Another problem is checking the quality of goods by the company, but PT Guna Cipta Karsa Mandiri has also received complaints about product quality in Aqua drinks, such as the condition of the bottles being broken and the bottles not being sealed. The population in this study is the result of data from PT Guna Cipta Karsa Mandiri which states that it consists of 249 consumers. This research was carried out using a random sampling technique and using the slovin formula in calculating the sample. The number of samples used was 153 respondents. The results stated that both partially and simultaneously brand image and product quality had a positive and significant influence on purchasing decisions at PT Guna Cipta Karsa Mandir

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand image, Product Quality, Purchase Decision
Subjects:	600 Teknologi dan Ilmu-ilmu Terapan > 650-659 Manajemen dan Ilmu yang Berkaitan > 658.81 Manajemen Pemasaran 600 Teknologi dan Ilmu-ilmu Terapan > 650-659 Manajemen dan Ilmu yang Berkaitan > 658.8342 Perilaku Konsumen
Divisions:	Fakultas Ilmu Sosial dan Humaniora > Manajemen
Depositing User:	Lia Priscilla
Date Deposited:	20 May 2023 02:02
Last Modified:	06 Jun 2024 12:10
URI:	http://repository.upbatam.ac.id/id/eprint/2630

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