ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN MINUMAN TEH KEMASAN READY TO DRINK (RTD) MEREK DAGANG ICHITAN THAI MILK TEA DI KOTA MALANG
| Main Author: | Rusydiyah, Arina |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/47100/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/47100/2/BAB%20I.pdf http://eprints.umm.ac.id/47100/3/BAB%20II.pdf http://eprints.umm.ac.id/47100/4/BAB%20III.pdf http://eprints.umm.ac.id/47100/5/BAB%20IV.pdf http://eprints.umm.ac.id/47100/6/BAB%20V.pdf http://eprints.umm.ac.id/47100/7/BAB%20VI.pdf http://eprints.umm.ac.id/47100/8/LAMPIRAN.pdf http://eprints.umm.ac.id/47100/ |
Daftar Isi:
- Thai Tea is a tea drink originating from Thailand which is currently known by the wider community and appears with various brands in Indonesia, one of which is Ichitan Thai Milk Tea. The high consumer interest in Thai Tea drinks is a business opportunity for Thai Tea producers in Indonesia. Businesses that are not free from competition, require employers to better know what consumers need and want, which can then be used as a follow-up in making decisions on appropriate marketing activities. This research aims to determine whether the product, price, promotion, and distribution factor have a simultaneous or partial influence and which factor have the greatest influence on consumers in the purchase decision of Ready To Drink (RTD) tea beverage trademark Ichitan Thai Milk Tea. The sampling method used in this research was purposive sampling with the number of respondents as many as 100 people and the method of data analysis used was path analysis. The results of this research indicate that product, price, promotion, and distribution factor both influence simultaneously and partially on consumers in the purchase decision of Ready To Drink (RTD) tea beverage branded by Ichitan Thai Milk Tea. Product factor have the biggest influence on consumers in the purchase decision of Ready To Drink (RTD) tea beverage branded by Ichitan Thai Milk Tea.