Pengaruh citra merek, harga dan gaya hidup terhadap minat beli konsumen di fore coffee Tunjungan Plaza Surabaya

kusuma, yoga pradana (2022) Pengaruh citra merek, harga dan gaya hidup terhadap minat beli konsumen di fore coffee Tunjungan Plaza Surabaya. Bachelor (S1) thesis, wijaya kusuma surabaya university.

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Abstract

ABSTRAK Skripsi ini adalah hasil dari penelitian yang menggambarkan seberapa besar pengaruh citra merek, harga, dan gaya hidup di Forre Coffee Tunjungan Plaza Surabaya. Adapun latar belakang dari penelitian ini, peniliti melihat berkembangnya industri kopi kearah yang lebih baik dan tumbuhnya minat beli masyarakat Indonesia terhadap kopi mulai meningkat dari tahun ke tahun. Untuk menganalisa permasalahan di atas peniliti menggunakan metode penelitian adalah penelitian kuantitatif. Teknik pengumpulan data menggunakan rumus dari Wibisono (2003) dikarenakan jumlah populasi tidak diketahui. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas dan uji reabilitas. fHasil dari hipotesis menunjukkan bahwa citra merek (X1) secara parsial tidak berpengaruh signifikan terhadap minat beli konsumen (Y) fdi Fore Coffee Tunjungan Plaza Surabaya. Harga (X2) secara parsial berpengaruh signifikan terhadap minat beli konsumen (Y) di fFore Coffee Tunjungan Plaza Surabaya dan gaya hidup (X3) secara parsial berpengaruh signifikan terhadap minat beli konsumen (Y) di Fore Coffee Tunjungan Plaza Surabaya. Kata Kunci: Citra Merek, Harga, Gaya Hidup, Minat Beli Konsumen ABSTRACT This thesis is the result of a study that describes how big the influence of brand image, price, and lifestyle at Forre Coffee Tunjungan Plaza Surabaya. As for the background of this research, the researcher sees the development of the coffee industry towards a better direction and the growth of Indonesian people's buying interest in coffee is starting to increase from year to year. To analyze the problems above, the researcher uses a quantitative research method. The data collection technique uses the formula from Wibisono (2003) because the total population is unknown. The test equipment used to test the research instrument is in the form of validity and reliability tests. The results of the hypothesis indicate that brand image (X1) partially has no significant effect on consumer buying interest (Y) at Fore Coffee Tunjungan Plaza Surabaya. Price (X2) partially has a significant effect on consumer buying interest (Y) at Fore Coffee Tunjungan Plaza Surabaya and lifestyle (X3) partially has a significant effect on consumer buying interest (Y) at Fore Coffee Tunjungan Plaza Surabaya. Keywords: fBrand fImage, fPrice, fLifestyle, fConsumer fBuying fInterest

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	kata kunci: citra merek, harga, gaya hidup, minat beli konsumen keywords: brand image, price, lifestyle, consumer 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:	Yoga Pradana Kusuma
Date Deposited:	27 Sep 2022 00:34
Last Modified:	27 Sep 2022 00:34
URI:	http://erepository.uwks.ac.id/id/eprint/12527

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