Skripsi

PENGARUH CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SABUN MANDI LIFEBUOY DI KOTA PALEMBANG

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Penilaian

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This study aims to see how much influence the brand image and advertisements have on purchasing decisions for lifebuoy bath soap products in the city of Palembang. The technique of collecting data by means of a survey using a questionnaire. The sample used is 100 people from the total population, the method used is non-probability sampling with purposive sampling technique. The data analysis technique used is multiple linear regression analysis with IBM SPSS version 25 as a tool. The results showed a positive effect both partially and simultaneously between brand image and advertisements on purchasing decisions for Lifebuoy bath soap in Palembang. Keyword : Brand Image, Advertisement, Purchasing Decision

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Detail Information

Series Title

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Call Number

T416142021

Publisher

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

Collation

xvii, 70 hlm. : ilus. ; 28 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.107

Content Type

Text

Media Type

unmediated

Carrier Type

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Edition

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Subject(s)

Periklanan
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

DS

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