PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH SIAP MINUM DALAM KEMASAN TEH BOTOL SOSRO (Studi Kasus pada Mahasiswa S1 Fisip Undip Semarang)

Abstract

The main needs such as food and beverages are necessities that must be met. In this
fast-paced era, humans need everything easy and practical, especially drinks. This resulted in
many companies in Indonesia competing to produce soft drinks in packaging. Therefore,
every business must be able to increase sales in order to survive in this business world. In
particular, this study discusses the purchase of Tea Ready Drinking In Packing brand Teh
Botol Sosro Semarang which during the year 2012-2016 decreased sales. If it is not repaired
and resolved is not impossible will cause problems for PT. Sinar Sosro Semarang in the
future.
Aim of this research was to found of price, quality and brand image on purchasing decisions
of Tea Ready Drink In Packaging Teh Botol Sosro on consumers Student S1 Faculty of Social and
Political Sciences Diponegoro University Semarang. Type of research used is eksplanatory research.
The samples used are 100 respondents who consume of Teh Botol Sosro. The sampling technique
used is Purposive Sampling. Methods of data analysis using correlation test, determination test,
simple linear regression test, multiple linear regression test, t test and f test with the help of IBM
SPPS (Statistical Product and Service Solutions) program version 16.0.
Based on the analysis results concluded that price, product quality and brand image
have a positive effect on purchasing decision. Significantly, price variables, product quality
and brand image have a positive effect on purchasing decisions. There are some indicators
that are still below average, suggestions given to the company is to megevaluasi price
competitors, re-evaluate the quality of its products and maintain its brand image.