PENGARUH TURBO MARKETING DAN BRAND IMAGE TERHADAP PURCHASE DECISION ICE CREAM MIXUE DI TASIKMALAYA

Rattu Syahada Fauziyah Darwis, - (2023) PENGARUH TURBO MARKETING DAN BRAND IMAGE TERHADAP PURCHASE DECISION ICE CREAM MIXUE DI TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Di era resesi ekonomi saat ini, Indonesia bahkan pernah mengalami peningkatan perekonomian, dikutip dari Katadata, salah satu sektor utama yang menjadi kontribusi terbesar peningkatan perekonomian di Indonesia adalah sektor bisnis Food and Beverage (FnB) dan salah satu sektor bisnis FnB yang berkembang pesat adalah Mixue, yang merupakan waralaba pembuat es krim Tiongkok yang masuk ke Indonesia sejak tahun 2020, Mixue adalah toko waralaba terbesar di Asia Tenggara. Namun, Mixue baru-baru ini menjadi perbincangan di berbagai media sosial karena belum memiliki label halal pada produknya, namun Mixue cepat merespon fenomena yang terjadi dengan memberikan klarifikasi di berbagai media yang dimilikinya, dan membuat digital marketing untuk menjaga brand image perusahaan agar tetap baik di kalangan masyarakat. Penelitian ini menggunakan metode deskriptif kuantitatif, dengan jumlah responden sebanyak 110 orang, pengujian hipotesis dilakukan dengan menggunakan software SPSS 25, dengan menggunakan metode pengambilan sampel non-probabilistik. In the current economic recession era, Indonesia has even experienced an economic increase, quoted from Katadata, one of the main sectors that is the largest contribution to economic improvement in Indonesia is the Food and Beverage (FnB) business sector and one of the rapidly growing FnB business sectors is Mixue, which is a Chinese ice cream maker franchise that entered Indonesia since 2020, Mixue is the largest franchise store in Southeast Asia. However, Mixue has recently become a conversation on various social media because it does not yet have a halal label on its products, but Mixue quickly responded to the phenomenon that occurred by providing clarification in various media it has, and made digital marketing to maintain the company's brand image to remain good among the public. This study used a quantitative descriptive method, with a total of 110 respondents, hypothesis testing was carried out using SPSS 25 software, using a non-probabilistic sampling method.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing Adam Hermawan: 6681172 Btari Mariska Purwaamijaya: 6681170
Uncontrolled Keywords: Turbo Marketing,Brand Image, Purchase Decision Turbo Marketing,Brand Image, Purchase Decision
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Rattu Syahada Fauziyah Darwis
Date Deposited: 13 Nov 2023 02:22
Last Modified: 13 Nov 2023 02:22
URI: http://repository.upi.edu/id/eprint/112620

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