?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+IKLAN%2C+KUALITAS+PRODUK%2C+DAN+CITRA+MEREK%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+MINUMAN+PROBIOTIK%0D%0A%0D%0AYAKULT+DI+KOTA+METRO&rft.creator=Tria+Septia+Ningsih%2C+1541011009&rft.subject=330+Ekonomi&rft.description=PT.+Yakult+Indonesia+Persada+yang+merupakan+perusahaan+yang+menjadi+pelopor%0D%0Adalam+bidang+penjualan+minuman+susu+fermentasi+di+Indonesia+sehingga+selama%0D%0Abeberapa+tahun+terakhir+produk+Yakult+mendapatkan+predikat+top+brand+sebagai%0D%0Aproduk+susu+fermentasi+bermerek+dalam+kemasan%2C+oleh+sebab+itu+produk+Yakult%0D%0Ameningkatkan+aktivitas+periklanan%2C+menjaga+kualitas+produk+dan+citra+merek+agar%0D%0Akonsumen+tidak+ragu+dalam+mengambil+sebuah+keputusan+untuk+selalu+melakukan%0D%0Apembelian+produk+Yakult.+Permasalahan+yang+perlu+diteliti+di+ketahui+bahwa%0D%0Aapakah+iklan%2C+kualitas+produk+dan+citra+merek+berpengaruh+terhadap+keputusan%0D%0Apembelian+produk+Yakult+di+Kota+Metro.+Jenis+penelitian+yang+digunakan+adalah%0D%0Apenelitian+kuantitatif+deskriptif%2C+dengan+metode+pengumpulan+data+dalam%0D%0Apenelitian+ini+adalah+melalui+studi+pustaka+dan+studi+lapangan+yang+di+tunjukkan%0D%0Akepada+100+responden.+Berdasarkan+hasil+penelitian+dan+pembahasan+secara%0D%0Aparsial+pengujian+dilakukan+dengan+uji+t+dengan+nilai+signifikasi+untuk+variabel%0D%0Aiklan+secara+parsial+berpengaruh+positif+dan+signifikan+terhadap+keputusan%0D%0Apembelian+produk+Yakult+di+Kota+Metro%2C+kualitas+produk+kualitas+produk+secara%0D%0Aparsial+berpengaruh+negatif+dan+signifikan+terhadap+keputusan+pembelian+produk%0D%0AYakult+di+Kota+Metro+sedangkan+berpengaruh+positif+dan+signifikan+terhadap%0D%0Akeputusan+pembelian+produk+Yakult+di+Kota+Metro%2C+dengan+demikian+hipotesis%0D%0Ayang+sudah+di+rumuskan+dapat+teruji.+Sedangkan+secara+simultan+yang+dilakukan%0D%0Amelalui+uji+F+diperoleh+hasil+iklan%2C+kualitas+produk+dan+citra+merek+secara%0D%0Asimultan+berpengaruh+positif+dan+signifikan+terhadap+keputusan+pembelian+produk%0D%0AYakult+di+Kota+Metro.+Sementara+itu+dari+hasil+uji+koefesien+determinasi+diperoleh%0D%0Anilai+sebesar+0.575+artinya+iklan%2C+kualitas+produk+dan+citra+merek+memiliki%0D%0Apengaruh+sebesar+57.5%25+terhadap+keputusan+pembelian+produk+Yakult.%0D%0ASedangkan+sisanya+42.5%25+keputusan+pembelian+produk+Yakult+dipengaruhi+oleh%0D%0Afaktor-faktor+lain%0D%0A.%0D%0AKata+Kunci%3A+Iklan%2C+Kualitas+Produk%2C+Citra+Merek%2C+Keputusan+Pembelian+PT.+Yakult+Indonesia+Persada+which+is+a+company+that+became+a+pioneer+in+the%0D%0Afield+of+sales+of+fermented+milk+beverages+in+Indonesia+so+that+over+the+last+few%0D%0Ayears+Yakult+products+get+the+top+brand+predicate+as+branded+fermented+milk%0D%0Aproducts+in+packaging%2C+therefore+Yakult+products+increase+advertising+activities%2C%0D%0Amaintain+product+quality+and+brand+image+so+that+consumers+do+not+hesitate+in%0D%0Ataking+a+decision+to+always+purchase+Yakult+products.+The+issue+that+needs+to+be%0D%0Aresearched+is+that+whether+advertising%2C+product+quality+and+brand+image+affect+the%0D%0Adecision+to+purchase+Yakult+products+in+Metro+City.+The+type+of+research+used+is%0D%0Adescriptive+quantitative+research%2C+with+the+method+of+data+collection+in+this+study%0D%0Ais+through+library+studies+and+field+studies+shown+to+100+respondents.+Based+on%0D%0Athe+results+of+the+study+and+partial+discussion+of+testing+conducted+with+a+t+test%0D%0Awith+a+signification+value+for+ad+variables+partially+positively+and+significantly%0D%0Ainfluenced+the+decision+to+purchase+Yakult+products+in+metro+city%2C+the+quality+of%0D%0Aproduct+quality+partially+negatively+and+significantly+affects+the+decision+to%0D%0Apurchase+Yakult+products+in+Metro+City+while+positively+and+significantly+affect%0D%0Athe+decision+to+purchase+Yakult+products+in+Metro+City+%2C+thus+the+hypothesis+that%0D%0Ahas+been+formulated+can+be+tested.+While+simultaneously+conducted+through+the+F%0D%0Atest+obtained+advertising+results%2C+product+quality+and+brand+image+simultaneously%0D%0Apositively+and+significantly+influenced+the+decision+to+purchase+Yakult+products+in%0D%0AMetro+City.+Meanwhile%2C+from+the+results+of+the+coefesien+determination+test%0D%0Aobtained+a+value+of+0.575+means+advertising%2C+product+quality+and+brand+image%0D%0Ahas+an+influence+of+57.5%25+on+the+decision+to+purchase+Yakult+products.+While+the%0D%0Aremaining+42.5%25+of+Yakult's+product+purchase+decisions+were+influenced+by+other%0D%0Afactors%0D%0AKeywords%3A+Advertising%2C+Product+Quality%2C+Brand+Image%2C+Purchase+Decision&rft.publisher=FAKULTAS+EKONOMI++DAN+BISNIS&rft.date=2021&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F61071%2F1%2FTRIA%2520SEPTIA%2520NINGSIH%2520ABSTRAK%2520-%2520Tria%2520Septia%2520Ningsih.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F61071%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Tria%2520Septia%2520Ningsih.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdi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