| dc.contributor.advisor | Cyrilla E.N.S.D, Lucia | |
| dc.contributor.advisor | Soenarno, Moch. Sriduresta | |
| dc.contributor.author | Ulfah, Andini Mariah | |
| dc.date.accessioned | 2022-07-14T05:29:16Z | |
| dc.date.available | 2022-07-14T05:29:16Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/112483 | |
| dc.description.abstract | Masyarakat seluruh dunia lebih memperhatikan nutrisi yang masuk ke
dalam tubuhnya untuk mendukung sistem imun terutama di masa pandemik Covid19. Susu mengandung nutrisi seperti karbohidrat, protein, lemak, vitamin dan mineral yang dibutuhkan oleh tubuh. Hal ini mendorong banyak produsen untuk membuat produk olahan susu dengan keunggulannya masing-masing. Produk-produk yang dipasarkan harus diberi merek dagang agar membentuk citra untuk
produk dan produsennya. Salah satu produk susu yang familiar yaitu susu steril Bear Brand. Tujuan dari penelitian ini untuk melihat pengaruh brand image terhadap keputusan pembelian. Penelitian dilaksanakan di Kecamatan Cikampek Kabupaten Karawang Provinsi Jawa Barat. Metode purposive sampling technique digunakan untuk penarikan contoh sebanyak 100 responden. Data yang didapatkan
dianalisis menggunakan teknik analisis regresi linear sederhana dan uji t. Hasil penelitian menunjukkan brand image berpengaruh nyata terhadap keputusan pembelian, dengan koefisien determinasi 35,8% dan persentase sisanya dijelaskan oleh faktor lain yang tidak diteliti. | id |
| dc.description.abstract | People around the world pay more attention to the nutrients that enter their bodies to support the immune system, especially during the Covid-19 pandemic. Milk contains nutrients such as carbohydrates, proteins, fats, vitamins and minerals needed by the body. This encourages many manufacturers to make dairy products with their respective advantages. Products that are marketed must be trademarked in order to form an image for the product and its manufacturer. One of the familiar dairy products is Bear Brand sterile milk. The purpose of this research is to see the effect of brand image on purchasing decisions. The research was conducted in Cikampek District, Karawang Regency, West Java Province. The purposive sampling technique method was used for sampling as many as 100 respondents. The data obtained were analyzed using simple linear regression analysis techniques and t test. The results showed that brand image had a significant effect on purchasing decisions, with a coefficient of determination of 35,8% and the remaining percentage was explained by other factors not examined | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Brand Image terhadap Keputusan Pembelian Susu Steril Bear Brand. | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | brand image | id |
| dc.subject.keyword | purchasing decisions | id |
| dc.subject.keyword | milk | id |
