Pengaruh harga, kualitas produk, dan citra merek terhadap minat beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan

Awaliyah, Nur Inayatul Mahmudiya Al (2022) Pengaruh harga, kualitas produk, dan citra merek terhadap minat beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui faktor harga, kualitas produk, dan citra merek terhadap minat beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan. Jenis penelitian dalam penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah masyarakat yang pernah membeli dan menikmati ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan, dengan mengambil sampel 85 responden. Menggunakan teknik nonprobability sampling dengan teknik pendekatan purposive sampling. Menggunakan model analisis regresi linier berganda. Teknik analisis dalam penelitian ini adalah uji validitas, uji reliabilitas, uji regresi linier berganda, dan uji hipotesis menggunakan uji F dan uji t. Hasil dalam penelitian ini adalah (1) Harga berpengaruh signifikan terhadap Minat Beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan. (2) Kualitas Produk berpengaruh signifikan terhadap Minat Beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan. (3) Citra Merek berpengaruh signifikan terhadap Minat Beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan. (4) Harga, Kualitas Produk, dan Citra Merek berpengaruh secara bersama-sama terhadap Minat Beli ice cream aice di Kecamatan Karanggeneng Kabupaten Lamongan. Kata Kunci : Harga, Kualitas Produk, Citra Merek, dan Minat Beli ABSTRACT This study aims to determine the factors of price, product quality, and brand image on the interest in buying aice ice cream in Karanggeneng District, Lamongan Regency. The type of research in this research is quantitative research. The population in this study were people who had bought and enjoyed ice cream aice in Karanggeneng District, Lamongan Regency, by taking a sample of 85 respondents. Using a non-probability sampling technique with a purposive sampling approach. Using multiple linear regression analysis model. The analysis technique in this research is validity test, reliability test, multiple linear regression test, and hypothesis testing using F test and t test. The results in this study are (1) Price has a significant effect on Ice Cream Buying Interest aice in Karanggeneng District, Lamongan Regency. (2) Product quality has a significant effect on Ice Cream Buying Interest aice in Karanggeneng District, Lamongan Regency. (3) Brand Image has a significant effect on buying interest ice cream aice in Karanggeneng District, Lamongan Regency. (4) Price, Product Quality, and Brand Image have a joint effect on buying interest ice cream aice in Karanggeneng District, Lamongan Regency. Keywords: Price, Product Quality, Brand Image, and Buying Interest

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci : Harga, Kualitas Produk, Citra Merek, dan Minat Beli Keywords: Price, Product Quality, Brand Image, and Buying Interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Nur Inayatul Mahmudiya Al Awaliyah
Date Deposited:	05 Apr 2022 02:33
Last Modified:	05 Apr 2022 02:33
URI:	http://erepository.uwks.ac.id/id/eprint/11285

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