Skripsi

PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RICHEESE FACTORY PALEMBANG

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Penilaian

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This research was conducted to analyze the influence of brand image concists of a corporate image, user image, and product image to purchasing decisions at Richeese Factory Palembang both simultaneously and partially. This study uses primary data obtained through questionnaires, samples taken as many as 100 people using the non probability sampling method. The analysis technique used is multiple linear regression analysis, F test and T test. The results of the research on the F test showed a significant value of 0,000 which means that the independent variables consisting of a corporate image, user image, and product image together (simultaneously) have a positive and significant effect on the decision Consumer purchases at Richeese Factory Palembang. The corporate image variable has the greatest of influence on purchase decision with 0.984 coeffient score and a significant value of 0,000. The coefficient of determination test as much as 0,634. It means that purchase decision is explained by the brand image variables with 63,4% while the remaining 36,6% is explained by other variables that are not included in this research

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2107001391	T57871	T578712021	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T578712021

Publisher

Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2021

Collation

xix, 78 hlm.; tab.; 28 cm.

Language

Indonesia

ISBN/ISSN

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Classification

346.040 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

citra merek
Ekonomi Manajemen.

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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