Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23225
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dc.contributor.advisorSyahrial, Hery-
dc.contributor.advisorSiregar, Zulkarnain-
dc.contributor.authorPardede, Sheila Dwiyana-
dc.date.accessioned2024-02-27T02:14:57Z-
dc.date.available2024-02-27T02:14:57Z-
dc.date.issued2014-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/23225-
dc.description57 Halamanen_US
dc.description.abstractDengan semakin berkembangnya bisnis minuman dalam kemasan di Indonesia, sehingga perusahaan harus membuat strategi pemasaran baru untuk mempertahankan dan meraih pangsa pasar yang lebih tinggi . Tujuan penelitian ini adalah untuk mengetahui pengaruh masing masing variabel Iklan (X 1) dan Kualitas Prociuk (X2) terhadap minat beli (Y). Dalam penelitian ini data dikumpulkan melalui metode kuesioner te rhaclap 75 orang responden yang telah melakukan pembeli an minuman kernasan \ qua di Fakultas Ekonomi Universitas Medan Area dengan menggu nakan rnetode Proportional Strat(fied Random Sampling untuk mengetahui tanggapan responden terhadap masing-masing variabel. Teknik analisis data yang di gun akan ad alah analis is regersi linear berganda yang berfungsi untuk membuktikan hipotesis penelitian. Hasil analisis regresi berganda yaitu Y = 0.734X 1 + O. l 88X2. Variabel independen yang paling berpengaruh terhadap vari abel dependen adalah var iahel ikl an (0 ,734) dan diikuti varibel kualitas produk (0 , 188). Hasil uji t rnem buk tik an bahwa semua variabel independen (iklan dan kualitas produk) mempunya i pengaruh positif terhadap variabel dependen yaitu minat bel i minuman ke rna san Aq ua pada Uni versi tas Medan Area. Artinya menurut konsumen. kedua vmiahel independen tersebut dianggap penting ketika akan membeli minuman kemasan Aq ua. Dan koefisien determinasi (adjusted R') yang diperoleh sebesar 0. 54 :2 ha! ini berarti 54,2% minat beli dapat dijelaskan oleh variabel ik lan clan ku al itas produk sedangkan sisanya ya itu 45 ,8% dijelaskan oleh variabel lain di luar kedua variabel yang digunakan dalam penelitian ini. With the growing development of the packaged beverage business in Indonesia, so companies must create new marketing strategies for maintain and achieve a higher market share. The purpose of this research is to determine the influence of each advertising variable (X 1) and Product quality (X2) on buying interest (Y). In this research, data was collected using a random questionnaire method 75 respondents who had purchased alcoholic beverages\qua di Medan Area University Faculty of Economics using the method Proportional Strat(fied Random Sampling) to determine respondent responses against each variable. The data analysis technique used will be: analysis is a multiple linear regression that functions to prove a hypothesis study. The results of multiple regression analysis are Y = 0.734X 1 + O. l 88X2. Variable The independent variable that has the most influence on the dependent variable is the heel variable advertising (0.734) and followed by product quality variables (0.188). The results of the t-test are proof that all independent variables (advertising and product quality) have i positive influence on the dependent variable, namely interest in purchasing recreational drinks Aq ua on the Uni version of the Medan Area bag. This means according to consumers. both vmiahel These independents are considered important when buying packaged drinks Aq ua. And the coefficient of determination (adjusted R') obtained is 0. 54 :2 ha! This means that 54.2% of purchasing interest can be explained by advertising and quality variables product while the remaining 45.8% is explained by other variables outside the two variables used in this research.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;108320076-
dc.subjectiklanen_US
dc.subjectkualitas produken_US
dc.subjectminal belien_US
dc.subjectadvertisingen_US
dc.subjectproduct qualityen_US
dc.subjectpurchase interesten_US
dc.titlePengaruh Iklan dan Kualitas Produk terhadap Minat Beli Minuman Kemasan Aqua pada Mahasiswa Manajemen Fakultas Ekonomi Universitas Medan Areaen_US
dc.title.alternativeThe Influence of Advertising and Product Quality on Interest in Buying Aqua Packaged Drinks among Management Students, Faculty of Economics, Medan Area Universityen_US
dc.typeSkripsi Sarjanaen_US
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