Skripsi

PENGARUH BRAND EQUITY DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS RAJAWALI PALEMBANG

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Penilaian

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This research aims to find out whether brand equity and price have a significant effect on purchasing decisions at Starbucks Rajawali Palembang partially and simultaneously. Type of quantitative method research. Sampling used purposive sampling techniques and the lemeshow formula with a sample size of 100 respondents. This research uses primary data in the form of a questionnaire and the data analysis techniques used are t test, F test, multiple linear regression analysis. The results of the t test and F test show that the brand equity and price variables partially and simultaneously have a significant effect on purchasing decisions for Starbucks Rajawali Palembang. The results of the multiple linear regression analysis are that the brand equity variable has an effect of 0.871 and the price variable has an effect of 0.443. The advice given in this research is that Starbucks Rajawali Palembang should continue to improve its well-known brand in order to increase consumer appeal. Apart from that, Starbucks Rajawali Palembang should promote food and drink prices in order to attract consumer buying interest so that consumers will make purchasing decisions. Keywords: Brand Equity, Price, Purchase Decision

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407000888	T138994	T1389942024	Central Library (References)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1389942024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xviii,98 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Manajemen
Brand Equity

Specific Detail Info

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Statement of Responsibility

KA

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