Keputusan Pembelian: Analisis Kualitas Produk, Harga dan Brand Awareness (Studi Kasus Produk Teh Botol Sosro di Giant Mall Permata Tangerang)

Abstract

Teh Botol Sosro, produced by PT. Sinar Sosro, is the first brand of ready-to-drink tea in Indonesia that has been developed and maintained for decades. The number of competitors make Teh Botol Sosro remains firm in fighting in the soft drink market. This study aims to analyze the effect of product quality on partial purchasing decisions, pricing on partial purchasing decisions, brand awareness on partial purchasing decisions, and product quality, price and brand awareness simultaneously. The population of this research is visitor of Giant Mall Permata Tangerang. While the sample is the respondents who shop Teh Botol Sosro. The average visitor who bought Teh Botol Sosro at Giant Mall Permata Tangerang was 1,200. Thus obtained respondents to be observed with the Slovin formula is 100 respondents. Quantitative analysis method using multiple linear regression analysis, followed by determination analysis (R Square), partial hypothesis testing (t test) and simultaneous (F test) with alpha 5 percent (0,05). Prior to further analysis, data quality and classical assumption test are done. Analytical tool using SPSS version 23.0 for windows. The results showed that the effect of product quality to partial purchasing decision, price to partial purchasing decision, brand awareness to partial purchasing decision and product quality, price, and brand awareness simultaneously on Teh Botol Sosro product at Giant Mall Permata Tangerang

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