PENGARUH CITRA MEREK DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER PADA MAHASISWA FAKULTAS EKONOMI UNSRI

PUSPITA, DIAN and Maulana, Ahmad (2025) PENGARUH CITRA MEREK DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER PADA MAHASISWA FAKULTAS EKONOMI UNSRI. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of brand image and price discount on purchasing decisions of Kanzler sausage products among students of the Faculty of Economics, Sriwijaya University. The research is motivated by the increasing competition in the processed food industry and the phenomenon of rising sausage consumption among students, despite health concerns associated with processed meat products. This research is a quantitative study with a causal approach. The population consists of all students of the Faculty of Economics, Sriwijaya University who have purchased Kanzler sausages. A total of 100 respondents were selected using the Slovin formula with purposive sampling technique. Data were collected through a questionnaire using a Likert scale. The data analysis methods include validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing (t-test, F-test, and coefficient of determination). The results indicate that brand image has a positive and significant effect on purchasing decisions of Kanzler sausages. Price discount also has a positive and significant effect on purchasing decisions. Simultaneously, brand image and price discount significantly influence purchasing decisions of Kanzler sausage products among students of the Faculty of Economics, Sriwijaya University. The implications of this research suggest that companies should strengthen the brand image through effective communication strategies while optimizing promotional strategies such as price discounts to reach consumers with limited purchasing power, particularly within the student segment.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra Merek, Diskon Harga, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Dian Puspitap
Date Deposited:	19 Sep 2025 02:04
Last Modified:	19 Sep 2025 02:04
URI:	http://repository.unsri.ac.id/id/eprint/184230

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