PENGARUH CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KFC KAMBANG IWAK PALEMBANG

PAMUNGKAS, BIMO HENING and Eka, Dian and Nofiawaty, Nofiawaty (2019) PENGARUH CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KFC KAMBANG IWAK PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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 KFC Kambang Iwak Palembang both simultaneously and partially.. This study uses primary data obtained through questionnaires, samples taken as many as 100 people using the accidental 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 KFC Kambang Iwak.The product image variable has the greatest of influence on purchase decision with 0.435 coeffient score. The coefficient of determination test as much as 0,590. It means that purchase decision is explained by the brand ikmage variables with 59% while the remaining 41% is explained by other variables that are not included in this research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Corporate Image, User Image, Product Image, Purchase Decision
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 3410 not found.
Date Deposited:	28 Nov 2019 06:08
Last Modified:	28 Nov 2019 06:41
URI:	http://repository.unsri.ac.id/id/eprint/18969

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