BELLA RISMA, NPM 2101100029 (2025) PENGARUH KUALITAS PRODUK, KEPUASAN KONSUMEN, PROMOSI, DAN BRAND IMAGE TERHADAP MINAT BELI MAHASISWA UNIVERSITAS LABUHANBATU PADA AIR MINUM LE MINERALE. Tugas_Akhir(Artikel) Jurnal Manajemen Bisnis Kewirausahaan, 4 (1). pp. 56-70. ISSN 2829-2502(e-ISSN) 2829-260X (p-ISSN)
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Abstract
Air minum adalah kebutuhan dasar manusia yang harus tersedia bagi siapa saja karena sangat penting untuk kelangsungan hidup. Karena tingginya kebutuhan akan air minum, banyak produsen melihat peluang untuk menjalankan usaha di bidang ini, mengingat produk ini selalu dibutuhkan di mana saja dan kapan saja. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, kepuasan konsumen, promosi, dan citra merek terhadap minat beli mahasiswa pada produk Air Minum Dalam Kemasan Le Minerale (Studi Kasus di Universitas Labuhanbatu). Penelitian ini menggunakan metode kuantitatif deskriptif. Populasi penelitian adalah seluruh mahasiswa Universitas Labuhanbatu yang telah membeli dan mengonsumsi Le Minerale minimal tiga kali, namun jumlah pasti populasi tidak diketahui. Sampel yang digunakan berjumlah 91 responden. Setiap mahasiswa cenderung memilih air minum kemasan karena ada banyak pilihan merk dan tipe, mudah didapat, harganya beragam, dan memberikan manfaat yang baik. Kata Kunci : Kualitas, Minat, Promosi ================================================================= Drinking water is a basic human need that must be available to everyone because it is essential for survival. Due to the high demand for drinking water, many producers see an opportunity to run businesses in this field, as this product is always needed anywhere and anytime. This study aims to determine the influence of product quality, customer satisfaction, promotion, and brand image on the purchasing interest of students in Le Minerale bottled water (Case Study at Universitas Labuhanbatu). This research uses a descriptive quantitative method. The population of this study consists of all students at Universitas Labuhanbatu who have purchased and consumed Le Minerale at least three times, although the exact number of the population is unknown. The sample used consists of 91 respondents. Each student tends to Students choose bottled water because there are many brand and type options, it is easy to find, the prices vary, and it offers good benefits. Keywords: Quality, Interest, Promotion
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas, Minat, Promosi================Quality, Interest, Promotion |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 30 Jul 2025 04:05 |
| Last Modified: | 30 Jul 2025 04:05 |
| URI: | http://repository.ulb.ac.id/id/eprint/1602 |
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