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Pengaruh Harga, Promosi, Distriibusi, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Teh Botol Sosro
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ABSTRACT
Teh Botol Sosro is one of many packaged drinking. The competition in this product market is crowded, but at 2012 Teh Botol Sosro success reach the Top Brand Award 2012 from Frontiner Consulting Group and marketing magazine for food and drinking product category. The award give a positive reputation for Teh Botol Sosro and influenced buying decision by consumer. The
successfully of the Teh Botol Sosro is aused by marketing mix and brand image.
For variable of price (X1), promotion (X2), distribution (X3), brand image (X4), and product quality (X5) have impact by simoultaneusly toward consumer buying decision at Surabaya. This proved by the number of Fhitung 30.897 > 2.32 Ftabel, so the first hipothesis is proved. Determination coefficient (R2) about 62.2%,its meaning that contribution price, promotion, distribution, brand image, and product quality toward consumer butying decision for Teh Botol Sosro atSurabaya is about 62.2%.
For variable of price (X1), promotion (X2), distribution (X3), brand image (X4), and product quality (X5) have impact by partially toward consumer buying decision at Surabaya. Its showing by the ttest of variable price is (3.442) > ttabel (2.000), ttest of variable promotion (X2) is 2.223 > ttabel (2.000), ttest of variable distribution (X3) is 2.229 > ttabel (2.000), ttest of variable brand image (X4) is 2.939
> ttabel (2.000), ttest of variable product quality (X5) is 3.957 > ttabel (2.000). Its showing that second hyphotesis is proved.
For the product quality (X5) is the variable which most dominant, its showing by standartdized coefficients-beta is the biggest about 0.296. So, the
thirth hyphotesis is proved. So, all of independent variables have influence toward dependent variable, and the dominant variables which influence consumer
decision is product quality (X5).
Keywords: Price, Product Quality, promotion, Distribution, Brand Image, Consumer Decision Making, Teh Botol Sosro
Julius Wijayanto ( 11109037 ) - Personal Name
2014
Sk.Eko Wij 136 2014
Sk.Eko Wij 136 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
xiii, 111hal; 29cm.
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