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Case Study of Tolak Angin Liquid) THE INFLUENCE OF PRODUCT QUALITY, PRODUCT AVAILABILITY, BRAND IMAGE AND BRAND TRUST TOWARD PURCHASE DECISION (CASE STUDY OF TOLAK ANGIN LIQUID) UNDERGRADUATE THESIS Submitted to Faculty of Economics and Business For Acquiring Bachelor Degree of Economics By : Agnes Kartika Vidya Puspita 1113081100014 MANAGEMENT DEPARTMENT INTERNATIONAL CLASS PROGRAM FACULTY OF ECONOMIC AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 1439 H/2018 THE INFLUENCE OF PRODUCT QUALITY, PRODUCT AVAILABILITY, BRAND IMAGE AND BRAND TRUST TOWARD PURCHASE DECISION : (Case Study of Tolak Angin Liquid) Undergraduated thesis Submitted to Faculty of Economics and Business in Partial Requirement for Acquiring Bachelor Degree of Economics Submitted by : Agnes Kartika Vidya Puspita (1113081100014) Under supervision of Leis Suzanawaty, SE., Msi ID : 19720809 2005 1 2 004 DEPARTMENT OF MANAGEMENT INTERNATIONAL CLASS PROGRAM FACULTY OF ECONOMIC AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 14 H/2018M i ii iii iv CURRICULUM VITAE I. PERSONAL INFORMATION 1. Name : Agnes Kartika Vidya Puspita 2. Place, Date of Birth : Jakarta, June 27th 1995 3. Address : Komplek TNI – AL Sukamanah Jonggol RT 01/RW 02 4. Phone Number : 0821-2392-3798 5. Email : [email protected] [email protected] 6. Religion : Islam 7. Gender : Female 8. Nation : Indonesia II. FORMAL EDUCATION 1. 1999 – 2001 : TK Hang Tuah 09 Jakarta Utara 2. 2001 – 2002 : SDN Kelapa Gading 07 Jakarta Utara 3. 2002 – 2007 : SDN Sukamaju 04 Jonggol 4. 2007 – 2010 : SMPN 02 Jonggol 5. 2010 – 2013 : SMK Farmasi Bhakti Kencana Bogor 6. 2013 – 2018 : State Islamic University Syarif Hidayatullah Jakarta, Faculty of Economics and Business, Major in International Management (Marketing) v III. NON FORMAL EDUCATION 1. Taking English Courses at “LATANZA Einstitute” in 2014 - 2015 2. Participated in a National Seminar “Mewujudkan Lembaga Keuangan Mikro Yang Berdaya Saing Dalam Menghadapai MEA (Masyarakat Ekonomi Asean) 2015” IV. ORGANIZATIONAL EXPERIENCE 1. Became the leader of field work practice (Praktek Kerja Lapangan) at Hosana Bekasi Hospital in 2010 2. Join the selection of vocal group (Paduan Suara Mahasiswa) UIN Jakarta in 2013 3. Became secretary of KKN (Kuliah Kerja Nyata) OTISTA in 2016 V. WORK EXPERIENCE 1. Field work practice (Praktek Kerja Lapangan) at Hosana Bekasi Hospital in 2010 vi ABSTRACT This study aimed to analyze the influence of product quality, product availability, brand image and brand trust toward purchase decision (study case of Tolak Angin Liquid). The data collection in this study uses convenience sampling with 150 respondents buyer of Tolak Angin Liquid. Data was analyzed using multiple linear regression. The results of this data showed that : (1) product quality has significantly influence to purchase decision of Tolak Angin Liquid. (2) product availability has significantly influence to purchase decision of Tolak Angin Liquid. (3) brand image has significantly influence to purchase decision of Tolak Angin Liquid. (4) brand trust has significantly influence to purchase decision of Tolak Angin Liquid. (5) product quality, product availability, brand image and brand trust have significantly influence to purchase decision of Tolak Angin Liquid. Keywords : product quality, product availability, brand image, brand trust and purchase decision. vii ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, ketersediaan produk, citra merek dan kepercayaan merek terhadap keputusan pembelian obat Tolak Angin Cair. Data penelitian yang diperoleh menggunakan convenience sampling dengan 150 responden pembeli obat Tolak Angin Cair. Data telah diolah menggunakan uji regresi linier berganda. Hasil data menunjukkan bahwa : (1) kualitas produk memiliki pengaruh yang signifikan terhadap keputusan pembelian Tolak Angin Cair. (2) ketersediaan produk memiliki pengaruh yang signifikan terhadap keputusan pembelian Tolak Angin Cair. (3) citra merek memiliki pengaruh yang signifikan terhadap keputusan pembelian Tolak Angin Cair. (4) kepercayaan merek memiliki pengaruh yang signifikan terhadap keputusan pembelian Tolak Angin Cair. (5) kualitas produk, ketersediaan produk, citra merek dan kepercayaan merek memiliki pengaruh yang signifikan terhadap keputusan pembelian Tolak Angin Cair. Kata kunci : kualitas produk, ketersediaan produk, citra merek, kepercayaan merek, keputusan pembelian. viii FOREWORD Assalamua’laikum warahmatullahi wabarakatuh Alhamdulillahirobbila’lamin, thanks to my almighty God Allah Subhanahu Wataa’la for all his gift, blessing, forgiveness and protection that he gave to me. Then, I can complete this thesis in order to obtain bachelor degree of Economic in State Islamic University Syarif Hidayatullah Jakarta. While writing this thesis, I realized that the knowledge and lessons that i get in campus are most valuable and beneficial for me in the future. Beside that, I want to extend the gratitude for every recommendation and support from all of the faculty supervisors. Because of that, I can finished this thesis on time. Then, here I wanna give thanks to the people who have helped me in the preparation of thesis : 1. Prof. Dede Rosyada, MA as Rector of State Islamic University Syarif Hidayatullah Jakarta (UIN Syarif Hidayatullah Jakarta). 2. Dr. M. Arief Mufraini, Lc., M.Si as Dean of Faculty of Economics and Business of State Islamic University Syarif Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta). 3. Cut Erika Ananda Fatimah, SE., MBA as my academic counselor. Thank you for supporting me and reminding me to finished my thesis and also to fullfill the partial academic transcript in every semester. ix 4. Leis Suzanawaty, SE., Msi as my thesis supervisor. Thank you for all of the patients, supports, motivation and recommendation that she gave to me during finishing this thesis. Maybe, I cannot finish this thesis without her. Thank you. 5. Titi Dewi Warninda, SE, M.Si as a Head of Management Studies Program of Faculty Economics and Business State Islamic University Syarif Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta). 6. Ela Patriana, MM as Secretary of Management Studies Program of Faculty Economics and Business State Islamic University Syarif Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta). 7. Bonix, S.Far, Apt as Academic Staff of Faculty Economics and Business State Islamic University Syarif Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta). Thank you for the help. 8. All of the Lecturers and Employees of Faculty Economics and Business State Islamic University Syarif Hidayatullah Jakarta. (UIN Syarif Hidayatullah Jakarta). Thank you to teach me all of the subject about Economic and Business. Without them, author cannot finish this thesis on time. Thank You. Jakarta, August 2018 Agnes Kartika Vidya Puspita x SPECIAL THANKS Assalamua’laikum warahmatullahi wabarakatuh This thesis I dedicate to : 1. Thank you so much for my momma Vitta R and my daddy Yahya P A who always support me, pray for me, teach me, listen for all of my complaints and always be by my side when my hopes are falling down and feels like want to give up. 2. My little sister, Bunga Indah A S who always be by my side, supporting me and helping me. Love you, I hope you can get the best score in UN and move on to the next chapter of your life get onto High School. 3. My little brother, Tata Bangsa P V who always be by my side, supporting me, helping me, leans on me, asks me for help and go back forth in my rooms when i feel bored. Love you, I hope you can get the best score and ranks in your Elementary School. 4. My niece Icha, who accompanying me to find some books and hear my compliments thought about anything. Thank you. 5. My best friends : Anastasia I, Teguh Prillisia P D, Finna W, Dwiffan R and Ega Y. Thank you for accompanying me, talked to me, give the good advice, beside me when sad or happy moments for many years while in Pharmacy Vocational High School until now. Thank you very much, love ya! 6. My best classmates MNJ IP 13 : Azmie, Siti Nurma, Sahila Denis, Anindya, Ira. Ida, Rizqo Iqo, Naufal, Nugroho, Rendy, Ahmad, Wendi, xi Majid, Enggar, Dani, Arijul and also Alm. Fathur. Thank you for stay with me, accompanying me, teach me when i’m confused in some lessons, patient when i’m in hard situation to talk much and treat me while I was sick in the dormitory. A little bit so sad as the last population, but hope we are succes together. Love ya MNJ IP 13, thank you very much and see you again. 7. Senior of International Program : thank you for your help and your support. Especially Sister Eva and Nadila who have been disturbed by me when i have a lot of questions while do this thesis research. 8. My best KKN 230 OTISTA : Indah, Lulu, Sarah, Ayu, Nurul, Sakha, Irvan Wepe, Irfan, Wahyudi dan Muchtar. Thank you for spending the time together, make a moment within a month in Buaran Jati, make an succesfull event and help each other until the KKN program is finished. See you again and thank you very much. 9. My new friends Suci and Iqbal. Thank you for your help when i asked some questions and the support. 10. My Elementary School friends : Elis M. Fadillah. Amazing, coincidentally meet when we just passing by at the campus road. 11. My Junior of Marketing Program : Adinda, Anita, Bang Oji Fachrurozie thank you for your cooperate, support and help when we do the marketing research from INDOPED about Himalaya Herbal together. Thank you, I passed the subject and get the good score. xii LIST OF CONTAINTS APPROVAL THESIS SHEET...........................................................................i
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