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PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB BUTTONSCARVES DI KOTA PALEMBANG

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Penilaian

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This research is entitled "The Influence of Brand Image on Purchase Decisions for Hijab Buttonscarves Products in Palembang City". The purpose of this research is to see the influence of brand image on purchasing decisions for Buttonscarves hijab products in Palembang City. This research uses quantitative methods with descriptive and explanatory analysis techniques. The theories used in this research are Brand Image theory by Kevin Lane Keller and Purchasing Decision theory by Philip Kotler. The data obtained in this research came from primary, secondary data and distributing questionnaires to respondents. Based on the results of this research, it was found that there was an influence between brand image and purchasing decisions for Buttonscarves hijab products of 66.3% and 33.7% came from other factors with the correlation being in the high category. This research was examined based on the age of the respondents as a control variable. The results of the analysis on the control variable in the form of age showed that the influence of the brand image variable on purchasing decisions in the 21-25 year age range was 56.4% and the influence in the 26-30 year age range was 61.9%. It can be concluded that there is an influence of brand image on purchasing decisions for Buttonscarves hijab products in Palembang City. Keywords: Brand Image. Buying Decision, Buttonscarves

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507001006	T166594	T1665942025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1665942025

Publisher

: Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

ix, 71 hlm.; ill.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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