PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI PRODUK MIE INSTAN INDOMIE ( STUDI KASUS KONSUMEN MIE INSTAN INDOMIE DI PASAR LEMABANG, PALEMBANG)

RAHMAWATI, YENI and Sayid, Syarnubi H.M. and Karim, Suhartini (2012) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI PRODUK MIE INSTAN INDOMIE ( STUDI KASUS KONSUMEN MIE INSTAN INDOMIE DI PASAR LEMABANG, PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are (1) to analyze the effect of brand image toward consumers decision of Indomie Product and (2) to finde most effective variable of brand image toward consumer decision. The method used is convenience sampling, therefore, from the total homogeny population, 100 respondents are taken as the sample. The analysis model used in this research is quantitative analysis and qualitative analysis. Research finding has shown 26,1% brand image effects toward consumers decision. The most effective variable of brand image have significantly toward the consumers decision, and only product image does not have effected significantly toward the consumer decision. Because of that, PT Indofood Sukses Makmur Tbk as producer of Indomie Product has to make product image stronger than before.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Consumers Decision
Subjects:	H Social Sciences > HF Commerce > HF5387-5387.5 Business ethics H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	26 Apr 2021 07:33
Last Modified:	26 Apr 2021 07:33
URI:	http://repository.unsri.ac.id/id/eprint/45594

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