ANALISIS BRAND IMAGE DAN E-PROMOTION TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN CABANG LEMABANG KOTA PALEMBANG

TIFANY, DERA MAYANG and Mavilinda, Hera Febria (2023) ANALISIS BRAND IMAGE DAN E-PROMOTION TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN CABANG LEMABANG KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan e-promotion terhadap keputusan pembelian kopi kenangan cabang lemabang kota palembang. Metode penelitian yang digunakan adalah metode kuantitatif. Pengambilan sampel menggunakan teknik non-probability sampling dengan jumlah sampel 100 responden. Analisis data yang digunakan adalah dengan uji t, uji F dan analisis regresi linear berganda. Hasil dari uji t menunjukkan bahwa variabel brand image (X1) secara parsial berpengaruh signifikan terhadap keputusan pembelian dan variabel e-promotion (X2) secara parsial berpengaruh signifikan terhadap keputusan pembelian. Hasil dari uji F menunjukan bahwa variabel brand image dan e-promotion secara simultan berpengaruh terhadap keputusan pembelian. Hasil dari analisis regresi linear berganda variabel yang dominan adalah e-promotion (X2) dengan nilai signifikansi 0.00 dan nilai beta terbesar (0,989).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	brand image, e-promotion, keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	DERA MAYANG TIFANY
Date Deposited:	04 Jul 2023 07:57
Last Modified:	04 Jul 2023 07:57
URI:	http://repository.unsri.ac.id/id/eprint/114125

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