Model ofPurchase Decision:Product Quality,Price,Promotionand Brand Awareness (Case Study of Teh Botol Sosro Products at Giant Mall Permata Tangerang)
Journal Title: Scholars Bulletin - Year 2018, Vol 4, Issue 7
Abstract
Abstract: TehBotolSosro, producedby PT.Sinar Sosro,isthefirstbrandofready-to-drinkteain Indonesiathathasbeendeveloped andmaintainedfor decades.The number of competitorsmakeTeh BotolSosro remainsfirminfightingintheready todrinktea market.Thisstudy aimstoanalyzethe effectofproductquality onpartialpurchasedecisions,priceonpartialpurchasedecisions,promotion onpartialpurchasedecision,brandawarenessonpartialpurchase decisions,andproductquality, price, promotion and brand awareness simultaneously. Thepopulation ofthis research is visitorof GiantMallPermataTangerang.Whilethesampleistherespondentswhobuy TehBotolSosro.The average visitorwho boughtTehBotolSosroatGiantMallPermata Tangerangwas1,200.Thus obtained respondents to be observed with the Slovin formula is 100 respondents. Quantitative analysis methodusingmultiplelinearregressionanalysis,followedby determinationanalysis(R Square),partialhypothesistesting(ttest)andsimultaneous(Ftest)withalpha5percent(0,05).Prior tofurtheranalysis,dataquality andclassicalassumptiontestaredone.AnalyticaltoolusingSPSS version 23.0 for windows.The result of this research shows that product quality has partially influenceonPurchaseDecision,pricehaspartially influenceonPurchaseDecision,promotionhas partially influenceonPurchaseDecision,brandawarenesshaspartially influenceonPurchase Decision,andproductquality,price,promotion andbrandawarenesshavesimultaneously influence onPurchaseDecisionofTehBotolSosroproductatGiantMallPermata Tangerang.There arestill other factors that affect thePurchaseDecision, thereforeit stillneeds further research. Keywords: Product Quality, Price,Promotion, Brand Awareness, PurchaseDecision.
Authors and Affiliations
Hapzi Ali, KhilyatinI khsani
Keywords
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