KEPUTUSAN PEMBELIAN MINUMAN BERKARBONASI MEREK COCA-COLA

Ridwan Subhi Aprianto,, - (2009) KEPUTUSAN PEMBELIAN MINUMAN BERKARBONASI MEREK COCA-COLA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Ridwan Subhi Aprianto, "The Influence of In Store Display Towards the Buying Decision of Carbonated Drink, Coca Cola Brand (Survey to the Consumer of Carbonated Drink Coca-Cola Brand in Carrefour Paris Van Java Sukajadi Bandung)". Under guidance of Dr. Ratih Hurriyati, M.Si. and Rozmita Dewi Yuniarti, S.Pd., M.Si. The competitive competition in business world occurs almost in all kinds of industries and services as well as carbonated drink industry. In the globalization era like now, industry of drink especially carbonated drink industry holds important role in human’s life. The industry causes the household’s need especially the household’s need which is related to the health can be easily fulfilled and also the people’s lifestyle which tends to be more practical makes this industry has developed segment market. The carbonated drink industry still in Coca-Cola Company’s until now authority with achieving the highest segment market compared to its competitors Pepsi Cila and Multi Bintang Indonesia which launches Green Sands Product. However, in Coca-Cola Company itself there is a competitive completion among its products. For instance on 2008 Fanta brand shifts Coca-Cola as the top rank of carbonated drink. One of reasons why Fanta successes is the strategy which applied by Fanta, the strategy is differentiation which Fanta’s differentiation is taste and its market target which is teenager. For those reason, Coca-Cola as the oldest carbonated drink brand repeatedly applies In Store Display Strategy which the competitor does not apply yet Based on the explanation above, it is a must to do the research about the influence of In Store Display (X) towards the buying decision (Y) of carbonated drink, Coca-Cola brand. The research is conducted based on marketing knowledge especially about In Store Display (free variable). Another approach which is used is Integrated Marketing Communications and Consumer behavior theory in this case is the buying decision (bound variable). The object which becomes the respondent is visitor of Carrefour Paris Van Java Sukajadi Bandung. The method which is conducted the research is Explanatory Survey method and based on its research duration, the Cross Sectional Method is conducted. The data which is used is primary data and secondary data which is collected through doing library research, doing interview, and spreading questionnaire. To measure how strong the influence between X and Y is. This research is used Path analysis by means of assist computer software of SPSS 15.00, with immense number of population. Pursuant to result of examination statistic obtained finding there are influence which are positive among in store displayed with the purchasing decision hence obtained conclusion that purchasing decision influenced the in store displayed equal to 89,96% the rest equal to 10.04% influenced by other factor.

Item Type:	Thesis (S1)
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User:	Imas Aulia
Date Deposited:	04 Aug 2023 06:46
Last Modified:	04 Aug 2023 06:46
URI:	http://repository.upi.edu/id/eprint/96263

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