PENGARUH EFEKTIVITAS STRATEGI PEMASARAN BERBASIS BRAND AWARENESS, PERSEPSI KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI KASUS KONSUMEN GERAI MAKARONIMU)

Julita, Yayang (2024) PENGARUH EFEKTIVITAS STRATEGI PEMASARAN BERBASIS BRAND AWARENESS, PERSEPSI KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI KASUS KONSUMEN GERAI MAKARONIMU). S1 thesis, Universitas PGRI Madiun.

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Abstract

Yayang Julita. 2024. The Influence of the Effectiveness of Marketing Strategies Based on Brand Awareness, Quality and Price Perceptions on Purchasing Decisions with Purchase Intention as an Intervening Variable (case study of consumers at your macaroni outlet). Thesis. Management Departement, Faculty of Economics and Business. University PGRI Madiun. Advisor (I) Dian Citaningtyas Ari Kadi, S.E., M.M., Supervisor (II) Indra Ayu Fatmala, S.E., M.M. The aim of the research is to determine whether there is an influence of brand awareness, perceived quality and price on purchasing decisions and purchase intention. As well as the indirect influence of brand awareness, perceived quality and price on purchasing decisions with purchase intention as an intervening variable. This research was conducted at Gerai Makaronimu. The research sample was 384 respondents. The research method used is a quantitative approach using the Partial Least Square (PLS) method using SmartPLS software version 4.0. The results of this research show that. 1) Brand Awareness has a positive effect on buying interest. 2) Perception of Quality has a positive effect on buying interest. 3) Price has a positive effect on buying interest. 4) Purchase Interest has a positive influence on purchasing decisions. 5) Brand Awareness has a positive influence on purchasing decisions through purchase interest. 6) Perception of Quality has a positive influence on purchasing decisions through purchase interest. 7) Price has a positive effect on purchasing decisions through purchasing interest Keywords: Brand Awareness, Perceived Quality, Price, Purchase Decision and Purchase Intention

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Brand Awareness, Persepsi Kualitas, Harga, Keputusan Pembelian dan Minat Beli
Subjects: A Social Sciences > HD Industries. Land use. Labor
A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: YAYANG JULITA YAYANG
Date Deposited: 10 Oct 2024 04:34
Last Modified: 10 Oct 2024 04:34
URI: http://eprint.unipma.ac.id/id/eprint/2449

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