Anallsis pengaruh kualitas layanan, citra merek, harga, dan promosi terhadap keputusan pembelian kopi instan "Indocafe" PT STTC di Bojonegoro

Soegianto, . (2007) Anallsis pengaruh kualitas layanan, citra merek, harga, dan promosi terhadap keputusan pembelian kopi instan "Indocafe" PT STTC di Bojonegoro. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Coffee is a fresh drink which often for consumption upon a lot of people, especially in Indonesia. In Indonesia, there two types of coffee which often for consumption, are powder coffee and instant coffee. Instant coffee is a coffee which have the characteristic easier soluble in water without leave the powder. Emerge of instant coffee be able positif respons from the society, especially for younger class and common by people who likes simple, fast., and practically on prepare. As a consequence, a lot of society shift on instant coffee for fulfill they needs about fresh drink. Finally, there is a lot of company that make instant coffee product. Because of that reason, competitive among company will be wide and tight on the market, because every company will try to defend their market share. In this research, we analized behavior of retailer peculiarly regarding quality of service, brand image, price, and promotion which have influence decision of purchasing instant coffee Indocafe PT STTC in Bojonegoro. The goal of this research is to know and to analys influence simultan of quality of service, brand image, price, and promotion to decision of purchasing instant coffee Indocafe in Bojonegoro and to know influence of parcial quality of service, brand image, price, and promotion to decision of purchasing instant coffee PT STTC in Bojonegoro. Examination of significant regretion simultaneously by using of Ftest yield Fcount equal to 179,090 bigger than Ftables equal to 2,53. thereby, first hypothesis which raised to be accepted. Contribution quality of service, brand image, price, and promotion to change of decision of purchasing (R2) is equal to 0,925 meaning that level contribution of quality of service, brand image, price, and promotion simultaneously to change decision of purchasing is equal to 92,5%. While at second hypothesis that is anticipated that quality of service, brand image, price, and promotion by parcial influence decision of purchasing instant coffee PT STTC in Bojonegoro is proven. This can be seen by result of !test at storey level 5% where value of !count obtained service of quality variable equal to 2,449, variable of brand image obtained equal to 2,890, price variable obtained equal to 6,140, and promotion variable obtained equal to 2,0491. Value of tcount compared to value of ttables at storey level of significant equal to 5% is bigger because value of ttables only equal to 2,0017. Pursuant to value of tcount earn also known that value of tcount variable of price is 6,140 larger from other variable tcount mean variable of price have dominant influence.

Item Type: Thesis (Masters)
Department: ["eprint_fieldopt_department_Graduate School" not defined]
Uncontrolled Keywords: Marketing analysis factor, buying decision.
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:37
Last Modified: 26 Jun 2015 08:37
URI: http://repository.wima.ac.id/id/eprint/2626

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