Pengaruh Citra Merek Terhadap Keputusan Pembelian Air Mineral Dalam Kemasan Merek Arthess Pada PT. Lingga Harapan Jambi (Studi Kasus Di Kelurahan Tanjung Pinang Jambi Timur)

Nur Fhaikhoh, Nur Fhaikhoh (2022) Pengaruh Citra Merek Terhadap Keputusan Pembelian Air Mineral Dalam Kemasan Merek Arthess Pada PT. Lingga Harapan Jambi (Studi Kasus Di Kelurahan Tanjung Pinang Jambi Timur). skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT Nur Fhaikhoh / 1800861201124 / Faculty Of Economics, Batanghari Jambi University / The Influence Of Brand Image On Purchase Decisions Of Bottled Drinking Water Brand Arthess Pt. Lingga Harapan Jambi (Case Study In Tanjung Pinang Village, East Jambi) / Advisor 1 Ahmad Tarmizi,SE,MM. / Advisor II Dr. Ahmad Firdaus,SE,MM. PT. Lingga Harapan Jambi is a company engaged in bottled drinking water. PT. Lingga Harapan produces two well-known brands, namely Arthess and Citra which have been labeled Halal MUI and have been registered with SNI and BPOM. For the AMDK processing at PT. Lingga Harapan Jambi, the company uses Revers Osmosis System and Ultraviolet technology so that the drinking water produced is healthy and of good quality. The research methodology used is, the research uses a design using descriptive methods and quantitative methodes. The population in this study is the community in Tanjung Pinang Village, Jambi Timur, based on the survey results it is known that the number of people in Tanjung Pinang Jambi Timur Village is 13,209 population. Which consists of 6,703 men and 6,506 women. Simple regression analysis, hypothesis testing so that the determinant coefficient and t test. The object of this research is the community in Tanjung Pinang Village, Jambi Timur. The result of the first objective, the average score of the brand image is 400,636 which is included in the Good criteria. It is known that respondents answered high for Brand Image in Tanjung Pinang Village, Jambi Timur in the statement "Arthess brand products have the advantage of being certified Halal MUI" with a score of 430 which is included in the very Good criteria. the lowest score was on the statement “Prefer the Arthess brand over other brands” with a score of 344 which is included in the good criteria. the score obtained from the overall purchase decision is 377.6364 with the criteria High. High score for purchasing decisions is in the statement "Buying Arthess brand products because the prices are affordable" with a score of 393 which has High criteria. the lowest score is in the statement "Stay loyal to consuming the Arthess brand compared to other brands" with a score of 349 which is included in high criteria. Based on the results of the coefficient of determination, it can be seen that brand image has an influence on purchasing decisions of 65.7% while the remaining 34.3% is influenced by other variables not examined. Based on the results of the t-test regression, it can be seen that the t-count value 13,709 > 1,984 t table, which means that brand image has a positive and significant effect on purchasing decisions.

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