Analisis pengaruh product price promotion dan place terhadap repurchase intention melalui brand awareness dan lifestyle pada meal kits ready to eat household configuration studycase eatwell Manado

kawatak, imelda golda (2024) Analisis pengaruh product price promotion dan place terhadap repurchase intention melalui brand awareness dan lifestyle pada meal kits ready to eat household configuration studycase eatwell Manado. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini di Manado jenis makanan Meal Kit Ready-to Eat kini mulai marak dan mudah ditemukan salah satu yang terkenal dan banyak diminati oleh pecinta Meal Kit yaitu, Eatwell Manado. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh product, price, promotion dan place terhadap purchase intention melalui brand awareness dan lifestyle di Eatwell Manado. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan sebanyak 175 responden konsumen Eatwell Manado. Analisis Data menggunakan Uji Analisis Jalur Regresi Linier Berganda, pengujian hipotesis menggunakan uji parsial (uji T) dan uji simultan (uji F), sedangkan pengolahan data menggunakan Smart Pls. Hasil penelitian akan menunjukan bagaimana pengaruh product, price, promotion dan place terhadap purchase intention melalui brand awareness dan lifestyle di Eatwell Manado.

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