Lestari, Astri (2018) PENGARUH PERSEPSI KEHALALAN PRODUK, BRAND IMAGE DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA J.CO DONUTS & COFFEE ADAM MALIK MEDAN. Undergraduate thesis, UNIMED.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kehalalan produk, brand image dan diferensiasi produk terhadap keputusan pembelian pada J.CO Donuts & Coffee Adam Malik Medan. Jumlah populasi dalam penelitian ini adalah seluruh konsumen J.CO Donuts & Coffee selama 1 minggu yaitu sebanyak 700 orang. Dengan teknik pengambilan sampel dengan menggunakan purposive sampling. Teknik pengambilan data yang digunakan adalah melalui kuesioner yaitu dengan cara menyebar kuesioner. Uji prasyarat analisis meliputi uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas. Teknik analisis data dengan menggunakan uji t, uji F, regresi linier berganda dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa (1) terdapat pengaruh positif dan signifikan Persepsi Kehalalan Produk terhadap Keputusan Pembelian pada J.CO Donuts & Coffee Adam Malik Medan, dengan thitung 2,893 > ttabel 1,652 dan nilai signifikansinya lebih kecil dari 0,05 yaitu 0,004 (2) terdapat pengaruh positif dan signifikan Brand Image terhadap Keputusan Pembelian pada J.CO Donuts & Coffee Adam Malik Medan, dengan thitung 3,464 > ttabel 1,652 dan nilai signifikansinya lebih kecil dari 0,05 yaitu 0,001 (3) terdapat pengaruh positif dan signifikan Diferensiasi Produk terhadap Keputusan Pembelian pada J.CO Donuts & Coffee Adam Malik Medan, dengan thitung 2,696 > ttabel 1,652 dan nilai signifikansinya lebih kecil dari 0,05 yaitu 0,008 (4) terdapat pengaruh positif dan signifikan Persepsi Kehalalan Produk, Brand Image dan Diferensiasi Produk terhadap Keputusan Pembelian pada J.CO Donuts & Coffee Adam Malik Medan, dengan Fhitung 13,580 > Ftabel2,11 dan nilai signifikansinya lebih kecil dari 0,05 yaitu 0,000.
Item Type: | Thesis (Undergraduate) | ||||||
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Contributors: |
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Call Number: | SK-2018 MNJ 059 | ||||||
Keywords: | PERSEPSI KEHALALAN PRODUK, BRAND IMAGE, DIFERENSIASI PRODUK DAN KEPUTUSAN PEMBELIAN | ||||||
Subjects: | H Social Sciences > HF Commerce > HF5001 Business | ||||||
Divisions: | Fakultas Ekonomi > Manajemen | ||||||
Depositing User: | astina hartono lubis | ||||||
Date Deposited: | 23 Oct 2018 10:26 | ||||||
URI: | http://digilib.unimed.ac.id/id/eprint/31087 |
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