Skripsi

PENGARUH BRAND AWARENESS DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINERAL “LE MINERALE” DI KOTA PALEMBANG

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Penilaian

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This study aims to analyze the Influence of Brand Awareness and Brand Loyalty on Purchase Decisions for "Le Minerale" Mineral Water in the city of Palembang. The research adopts a quantitative approach with data collection through a questionnaire. The population in this study encompasses the entire community in Palembang. The sampling method employed is Purposive Sampling, with a sample size of 100 respondents. The research utilizes quantitative analysis methods, namely T-test, F-test, coefficient of determination, and multiple linear regression analysis. The results of the study indicate that both brand awareness (X1) and brand loyalty (X2) have a significant simultaneous impact on Purchase Decisions (Y). Additionally, the variables brand awareness (X1) and brand loyalty (X2) individually have a significant partial effect on the Purchase Decision variable (Y), and the most dominant variable is brand loyalty (X2) with a regression coefficient value of 0.339

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407001521	T140476	T1404762024	Central Library (References)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1404762024

Publisher

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

Collation

xvi, 127 hlm.; Ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

KA

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