PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA TOKO ROTI BREADTALK CABANG PALEMBANG INDAH MALL)

HERDIAN, ANANTYA RISMA and Marlina, Widiyanti and Muchsin, Saggaff Shihab (2023) PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA TOKO ROTI BREADTALK CABANG PALEMBANG INDAH MALL). Masters thesis, Sriwijaya University.

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Abstract

This research was conducted with the aim of determining the influence of brand image and service quality on purchasing decisions at the BreadTalk bakery in Palembang Indah Mall. The population in this study are all consumers who purchased bread at the BreadTalk bakery in Palembang Indah Mall in 2022. So, the sample calculation results used purposive sampling technique, so the respondents in this study were customers aged 12 years and over and customers who had BreadTalk bakery purchases at the Palembang Indah Mall branch in 2022 will be as many as 100 customers. The results of multiple linear analysis show that brand image and service quality have a positive and significant effect on consumer purchasing decisions at the BreadTalk bakery in Palembang Indah Mall. Brand Image, it is hoped that BreadTalk will be more often involved in social events. Quality of service, it is hoped that there will be an evaluation of existing officers and provide training in providing good service to consumers.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Image, Kualitas Pelayanan
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Herdian Anantya Risma
Date Deposited:	26 Sep 2023 05:29
Last Modified:	26 Sep 2023 05:29
URI:	http://repository.unsri.ac.id/id/eprint/128937

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