PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RICHEESE FACTORY PALEMBANG

SAHPUTRA, MUHAMMAD JAYA and Ghasarma, Reza and Yunita, Dessy (2021) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RICHEESE FACTORY 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 Richeese Factory Palembang both simultaneously and partially. This study uses primary data obtained through questionnaires, samples taken as many as 100 people using the non probability 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 Richeese Factory Palembang. The corporate image variable has the greatest of influence on purchase decision with 0.984 coeffient score and a significant value of 0,000. The coefficient of determination test as much as 0,634. It means that purchase decision is explained by the brand image variables with 63,4% while the remaining 36,6% is explained by other variables that are not included in this research

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra merek, citra perusahaan, citra pemakai, citra produk, keputusan pembelian konsumen
Subjects:	S Agriculture > SF Animal culture > SF101-103.5 Brands and branding, and other means of identifying
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Muhammad Jaya Sahputra
Date Deposited:	23 Nov 2021 08:51
Last Modified:	23 Nov 2021 08:51
URI:	http://repository.unsri.ac.id/id/eprint/57871

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