SARI, RIANA WULAN (2024) ANALISIS PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM ENICRAFT. Other thesis, UPN Veteran Yogyakarta.
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Abstract
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ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan persepsi harga terhadap
keputusan pembelianj produk UMKM Enicraft. Hal yang membuat menarik dari Enicraft karena
sudah banyak yang meminatinya. Produk Enicraft menjadi subjek penelitian karena kebutuhan
pada pelestarian produk UMKM yang dilihat dari citramerek serta bagaimana mengenai persepsi
harga sehingga berpengaruh terhadap keputusan pembelian. Penelitian ini menggunakan
pendekatan deskriptif kuantitatif dengan metode survei, dan sampel sebanyak 100 konsumen
dipilih dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis
dengan uji statistik. Hasil penelitian menunjukkan bahwa citra merek dan persepsi harga
berpengaruh terhadap keputusan pembelian produk Enicraft. Faktor yang paling berpengaruh
terhadap keputusan pembelian citra merek yang bagus serta harga produk yang terjangkau dan
sesuai dengan kualitas.
Kata Kunci: Iklim komunikasi; kepuasan komunikasi; PT Taru Martani
Yogyakarta 1918; karyawan.
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ABSTRACT
This research aims to determine the influence of brand image and price perception on purchasing
decisions for MSME Enicraft products. The thing that makes Enicraft interesting is that many
people are interested in it. Enicraft products are the subject of research because of the need to
preserve MSME products as seen from brand image and how price perceptions influence
purchasing decisions. This research uses a quantitative descriptive approach with a survey method,
and a sample of 100 consumers was selected using a purposive sampling technique. Data was
collected through questionnaires and analyzed using statistical tests. The research results show that
brand image and price perception influence the decision to purchase Enicraft products. The factors
that most influence purchasing decisions are good brand image and product prices that are
affordable and in line with quality.
Keywords: Communication climate; communication satisfaction; PT Taru Martani
Yogyakarta 1918; employee.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Communication climate; communication satisfaction; PT Taru Martani Yogyakarta 1918; employee. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 12 Jun 2024 05:42 |
| Last Modified: | 12 Jun 2024 05:42 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/39742 |
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