Pengaruh Harga dan Citra Merek terhadap Minat Beli Produk Susu UHT di PT Diamond Cold Storage

Febrianti, Delvi (2024) Pengaruh Harga dan Citra Merek terhadap Minat Beli Produk Susu UHT di PT Diamond Cold Storage. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of price and citra merek on buying interest in UHT milk products PT. Diamond Cold Storage. This study uses a quantitative research design with the IBM SPSS Statistic 26 data processing application. The population in this study were retail stores in Bekasi City with a sample size of 100 respondents. The sampling procedure uses probability sampling. To determine the number of samples taken in the study using the Slovin formula. The results of the study indicate a positive but insignificant effect between price and purchase intention, with the results of the t test on variabel X1 having a t value of 1.641 < t table 1.660 and a significance value of 0.104> 0.05. In the second hypothesis, namely citra merek on buying interest has a positive and significant effect, as evidenced by the t value of 11.439> t table 1.660 and a significance value of 0.000 <0.05. As well as in the coefficient of determination (R2) test, the value of R square is 0.59 or 59%, which means that the independen variabels used in this study, namely price and citra merek, can explain the dependen variabel of buying interest by 59%. In the third hypothesis, namely price and citra merek simultaneously (together) affect purchase intention, the results of the F test show the calculated f value of 69.875> f table 3.09 and a significance value of 0.000 <0.05.

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