Araujo, Meylani Maia Lay De (2023) PENGARUH KUALITAS PRODUK, KESADARAN KESEHATAN, DAN KETERSEDIAAN PRODUK TERHADAP MINAT BELI: STUDI MIXUE DAN AI-CHA DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) MEYLANI MAIA LAY DE ARAUJO (115200365) (B) THE INFLUENCE OF PRODUCT QUALITY, HEALTH AWARENESS, AND PRODUCT AVAILABILITY ON PURCHASE INTENTION: MIXUE AND AI-CHA STUDY IN JAKARTA. (C) XVI + 95 Pages, 45 Tables, 6 Pictures, 19 Attachment (D) MARKETING MANAGEMENT (E) Abstract: This research aims to examine the influence of product quality (Mixue and Ai-CHA), health awareness (Mixue & Ai-CHA), and product availability (Mixue and Ai-CHA) on purchase intention. Furthermore, this research also wants to find out which grouping is more influential between Mixue and Ai-CHA. The research was analyzed using PLS-SEM multigroup analysis, SmartPLS3 software, using a sample of 227 respondents who were consumers of Mixue and Ai-CHA products, divided into 117 Mixue respondents and 110 Ai-CHA respondents. This type of research is comparative descriptive research. The data collection technique used was purposive sampling by distributing a Google form. The results of this study show that there is a difference in the results of comparing the quality of Mixue and Ai-CHA products where the quality of Mixue products has more influence on buying interest, there is a difference in the results of comparing the quality of Mixue and Ai-CHA products where health awareness in Mixue products has more influence on buying interest , and there are differences in the results of comparing the quality of Mixue and Ai-CHA products where the availability of Mixue products has more influence on buying interest. (F) References 58 (1976-2022) (G) Dr. Cokki, S.E.,M.M ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) MEYLANI MAIA LAY DE ARAUJO (115200365) (B) PENGARUH KUALITAS PRODUK, KESADARAN KESEHATAN, DAN KETERSEDIAAN PRODUK TERHADAP MINAT BELI: STUDI MIXUE DAN AI-CHA DI JAKARTA. (C) XVI + 95 Halaman, 45 Tabel, 6 Gambar, 19 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk menguji pengaruh kualitas produk (Mixue dan Ai-CHA), kesadaran kesehatan (Mixue & Ai-CHA), dan ketersediaan produk (Mixue dan Ai-CHA) terhadap minat beli. Lebih lanjut, penelitian ini juga ingin mengetahui mana yang lebih berpengaruh dari pengelompokan antara Mixue dan Ai-CHA. Penelitian dianalisis menggunakan PLS-SEM multigroup analysis, software SmartPLS3, menggunakan sampel sebanyak 227 responden konsumen produk Mixue dan Ai-CHA yang terbagi menjadi 117 responden Mixue dan 110 responden Ai-CHA. Jenis penelitian ini adalah penelitian deskriptif komparatif, Teknik pengambilan data yang digunakan adalah purposive sampling dengan menyebarkan google form. Hasil penelitian ini menunjukkan bahwa terdapat perbedaan dari hasil perbandingan kualitas produk Mixue dan Ai- CHA dimana kualitas produk Mixue lebih berpengaruh terhadap minat beli, terdapat perbedaan dari hasil perbandingan kualitas produk Mixue dan Ai- CHA dimana kesadaran kesehatan pada produk Mixue lebih berpengaruh terhadap minat beli, dan terdapat perbedaan dari hasil perbandingan kualitas produk Mixue dan Ai-CHA dimana ketersediaan produk Mixue lebih berpengaruh terhadap minat beli. (F) Daftar Acuan 58 acuan (1976-2022) (G) Dr. Cokki, S.E., M.M
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 29 Aug 2024 08:41 |
| Last Modified: | 29 Aug 2024 08:41 |
| URI: | http://repository.untar.ac.id/id/eprint/44028 |
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