Pengaruh Kualitas Produk, Promosi dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Pada Mr. Suprek Pucang di Surabaya

STEFANI, MARIA SILVIA (2019) Pengaruh Kualitas Produk, Promosi dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Pada Mr. Suprek Pucang di Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

The development of culinary in Surabaya is very fast every year, this is the main attraction for business people to start opening businesses especially in the culinary field. The more businesses in the culinery field that stand will also incrase the number of competitor that can lead to business failure, therefore as a businessman in the culinary field must have carefulness in seeing the opportunities that exist. One of them is to conduct new innovations for the menu offered, the quality of product presented, promotions carried out and brand recognition to consumers. This study aims to analyze how much influence the Product Quality (X1), Promotion (X2), and Brand Awareness (X3) on Consumer Purchase Decision (Y) on Mr. Suprek Pucang in Surabaya. In thid study the population used was all consumer who bought and consumed geprek chicken from Mr. Suprek Pucang in Surabaya. The sampling method used in this study is Purposive Sampling and the number of sample is 75 people, than an analysis of the data obtained using quantitative data analysis. Based on the result of calculations through SPSS ver 22, all statement items ere valid and all variable are declared reliable. The test result of multiple linier regression are Y = 8,168 + 0,180X1 + 0,027X2 + 0,247X3. Adjusted R Square value is 26,7%, this means that the contribution of independent variable Product Quality (X1), Promotion (X2), and Brand Awareness (X3) to the dependent variable Consumer Purchase Decision is low, while the remaining 73,3% is influenced by other variabels not include in this regression. Next t test for each variable, Product Quality (X1) has tcount 2,065 > value 1,993 ttable and significant 0,043 < 0,05, Promotion (X2) has tcount 0,293 < value ttablel 1,993 and significant 0,770 > 0,05 and Brand Awareness (X3) has tcount 3,000 > value ttable 1,993 and significant 0,004 < 0,05. The result of the t test show that Product Quality (X1) and Brand Awareness (X3) have a significant effect on Consumer Purchasing Decision (Y) on Mr. Suprek Pucang in Surabaya, while the Promotion (X2) has no effect on Consumer Purchasing Decision (Y). The most dominant variable influence is Brand Awareness (X3), which is obtained at 0,247 or 24,7%.

Item Type:

Thesis (Undergraduate)

Contributors: