Annisawati, Siska Sari (2012) Pengaruh Budaya, Psikologis Dan Citra Merek Terhadap Keputusan Pembelian Minuman Suplemen Merek M-150 di Semarang. Other thesis, STIE Bank BPD Jateng.
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Abstract
The process of body ion and the requiring of replacenent ion supply is a natural process will be occurred on every human. To change lost ions by consuming food, many preferring to take a short cut to supply the loss energy by an energy drink as supplement power source. One of energy drink is liquid energy drink with brand product M-150 that have been circulating long enough in the market but the market share is still below the M-150 beverage brands other supplements. Data collecting method uses questionnaire. Sampling method in the research is perfomed by Accidental Sampling technique, sample of research uses 96 respodents in Central Semarang. Purpose of this research is (1) Analyzing cultural influence toward purchase decision to buy supplement drinking M-150 in Central Semarang. (2) Analyzing Pscyhological influence toward purchase decision to buy supplement drinking M-150 in Central Semarang. (3) Analyzing Brand Image influence toward purchase decision to buy supplement drinking M-150 in Central Semarang . (4) Analyzing cultural, pscyhological, brand image, influence toward purchase decision to buy supplement drinking M-150 in Central Semarang. Analysis in this research include test validity, reliability, classical assumptions, and regressions.Results of data analysis showed that there (1) Significant influence of culture on purchase decisions with signicance value on the t-test of 0,000 wich is smaller than the level of significance (α) 0,05.(2) Significant influence of pscyhological on purchase decisions with signicance value on the t-test of 0,000 wich is smaller than the level of significance (α) 0,05. (3) Significant influence of brand image on purchase decisions with signicance value on the t-test of 0,006 wich is smaller than the level of significance (α) 0,05. (4) As well as jointly cultural, psychological and brand image have a significant influence onpurchase decisions of 0,000 which is smaller than tithe level of significance (α) 0,05 toward the purchase decision and determinations coefficien test 88,7% . influences in the buying process , Pscyhological, and bran image will mers in making purchasing decisions.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Budaya, Psikologis, Citra Merek dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 20 Feb 2024 03:10 |
| Last Modified: | 20 Feb 2024 03:10 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1704 |
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