| NIM | A1C011004 |
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| Namamhs | SOPHIA MIRANTI DWILESTARI |
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| Judul Artikel | PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH BOTOL SOSRO DI FOODCOURT ASIA PLAZA TASIKMALAYA |
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| Abstrak (Bhs. Indonesia) | Merek Teh Botol Sosro merupakan merek yang dikenal oleh banyak masyarakat dan sebagai pelopor produk minuman teh kemasan. Kepercayaan terhadap merek dapat membentuk keputusan pembelian, perusahaan harus bisa mempertahankan kepercayaan konsumen terhadap merek. Penelitian ini bertujuan untuk: 1)mengetahui adakah pengaruh bersama-sama variabel-variabel brand trust terhadap keputusan pembelian produk Teh Botol Sosro kemasan kaca, dan 2)mengetahui besarnya pengaruh brand trust terhadap keputusan pembelian produk Teh Botol Sosro kemasan kaca. Penelitian ini dilaksanakan di Foodcourt Asia Plaza Tasikmalaya pada bulan Juli sampai Agustus 2015. Metode yang digunakan dalam penelitian ini adalah studi kasus pada konsumen yang sedang mengkonsumsi Teh Botol Sosro di Foodcourt Asia Plaza Tasikmalaya. Jumlah responden yang digunakan sebanyak 100 orang. Karakteristik konsumen Teh Botol Sosro dengan persentase terbesar pada usia 20 sampai 25 tahun, jenis kelamin perempuan, pendidikan terakhir SMA, pekerjaan sebagai pelajar atau mahasiswa dan karyawan swasta, tingkat pendapatan kurang dari Rp1.000.000, tingkat konsumsi rata-rata 1 botol per minggu, serta sumber informasi diperoleh dari iklan televisi. Hasil pengumpulan data ditabulasi dan dianalisis dengan menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: 1)hasil dari uji F menunjukkan nilai Fhitung sebesar 34,365>3,09. Artinya secara bersama-sama brand characteristic, company characteristic, consumer-brand characteristic berpengaruh signifikan terhadap keputusan pembelian, dan 2)nilai Adjusted R Square sebesar 0,503. Artinya 50,3 persen keputusan pembelian (Y) dapat dijelaskan oleh variabel brand characteristic, company characteristic, consumer brand characteristic, sedangkan sisanya 49,7% dijelaskan oleh variabel lain yang tidak diamati dalam penelitian ini. |
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| Abtrak (Bhs. Inggris) | Tea Bottle Sosro is a brand that is known by all people and as a pioneer of packaged tea beverage products. Confidence in the brand that can establish purchasing decisions, companies must be able maintaning consumer confidence in the brand. This study aims to: 1) Knowing there any influence together variables of brand trust on product purchasing decisions tea bottle Sosro glass packaging, 2) Determine the influence of brand trust on product purchasing decisions tea bottle Sosro glass packaging. This study was conducted in Asia Plaza foodcourt Tasikmalaya in July until August 2015. The method used in this research is a case study on consumers who are taking tea bottle Sosro in Asia Plaza foodcourt Tasikmalaya. The used as respondents as many as 100 peoples. Consumer characteristics tea bottle Sosro with the largest percentage in the 20 until 25 years of age, female gender, education past high school, a job as a student or students and private employees, the income level of less than Rp1.000.000, average consumption rate of 1 bottle a week, as well as resources of information from television advertising. The data collected were tabulated and analyzed using multiple linear regression analysis. The results showed that: 1) the result of the f test showed the value Fhitung 34,365>3,09. That is jointly brand characteristic, company characteristic, consumer-brand characteristic thus hypothesis can be verified, and 2) the value of Adjusted R Square of 0.503. That is 50.3 percent of purchase decisions (Y) can be explained by the variable characteristic brand, company characteristic, consumer brand characteristic, while the rest 49.7% is explained by other variables that are not observed in this study.
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| Kata kunci | Brand Trust, Keputusan Pembelian, Teh Botol Sosro |
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| Pembimbing 1 | Ir. H. Adwi Herry K.E, M.P. |
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| Pembimbing 2 | Akhmad Rizqul Karim, S.P, M.Sc. |
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| Pembimbing 3 | |
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| Tahun | 2015 |
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| Jumlah Halaman | 16 |
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| Tgl. Entri | 2015-11-16 15:28:59.801141 |
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