Pengaruh ekuitas merek dan promosi terhadap keputusan pembelian pada Sukku Coffee & Space Medan

Nasution, Putri Raihanah (2021) Pengaruh ekuitas merek dan promosi terhadap keputusan pembelian pada Sukku Coffee & Space Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Adanya perkembangan zaman, membuat bisnis kuliner seperti makanan dan minuman menjadi salah satu bisnis yang semakin sering dijalani oleh para pembisnis. Dalam menjalankan bisnis kedai kopi pemiliki usaha harus dapat membuat strategi demi mendapatkan keputusan pembelian sebagai cara untuk mendapatkan keuntungan, sehingga dibutuhkannya penelitian dalam keputusan pembelian dalam pengembangan strategi merek dan stretagi promosi pada kedai kopi di medan. Penelitian ini dilakukan pada Sukku Coffee & Space Medan yang dimana akan menguji ekuitas merek dan promosi yang menjadi faktor penyebab dari keputusan pembelian. Pengumpulan data pada penelitian ini dilakukan dengan metode analisis deskriptif yaitu kuantitatif. Pengumpulan data dilakukan dengan teknik sampling accidental berdasarkan kebetulan yang dijumpai oleh peneliti dengan memakai skala likert, penelitian ini dilakukan dengan penyebaran kuesioner kepada 60 responden yang pernah mengkonsumsi produk Sukku Coffee & Space Medan. Hasil pada penelitian ini adalah ekuitas merek berpengaruh signifikan terhadap keputusan pembelian sedangkan promosi tidak berpengaruh signifikan terhadap keputusan pembelian. Hasil dari faktor ekuitas merek dan promosi terhadap keputusan pembelian bahwa sebesar 59,1% ekuitas merek dan promosi berdampak pada keputusan pembelian dan sisa 40,9% dipengaruhi oleh faktor lain diluar penelitian ini. Terdapat rekomendasi untuk Sukku Coffee & Space Medan yaitu diperlukannya strategi promosi yang lebih akurat untuk meningkatkan keputusan pembelian agar target perusahaan dapat terpenuhi.//The development of the times has made culinary businesses such as food and beverages become ones of the businesses that are increasingly being undertaken by the businessmen. In running a coffee shop business, the owners must be able to make strategies in order to get purchasing decisions as a way to get profits, so research is needed in purchasing decisions in developing brand strategies and promotional strategies at coffee shop in Medan. This research was conducted at Sukku Coffee & Space Medan which will test brand equity and promotion as factors that cause the purchasing decisions. Data collection in this study was carried out by descriptive analysis method which is quantitative. The data was collected by using accidental sampling technique based on coincidences encountered by researchers using a Likert scale, this study was conducted by distributing questionnaires to 60 respondents who had consumed Sukku Coffee & Space Medan products. The results of this study are that brand equity has a significant effect on purchasing decisions, while promotions have no significant effect on purchasing decisions. The results of brand equity and promotion factors on purchasing decisions are 59,1% brand equity and promotion have an impact on purchasing decisions and the remaining 49,1% are influenced by other factors outside of this study. There are recommendations for Sukku Coffee & Space Medan, they need more accurate promotional or development of the promotional strategy to improve purchasing decisions so that the company’s targets can be met.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Nasution, Putri RaihanahNIM03014180011pn80011@student.uph.edu
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSantris, BillyNIDN0129109003billy.santris@lecturer.uph.edu
Uncontrolled Keywords: ekuitas merek; promosi; keputusan pembelian; Sukku Coffee & Space Medan
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 23288 not found.
Date Deposited: 28 Feb 2022 06:25
Last Modified: 15 Mar 2022 06:53
URI: http://repository.uph.edu/id/eprint/46861

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