ANALISIS PENGARUH BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SMARTPHONE APPLE IPHONE DI KOTA PALEMBANG

SAPUTRA, KELVIN and Maulana, Ahmad (2023) ANALISIS PENGARUH BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SMARTPHONE APPLE IPHONE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine whether Brand Image and promotion affect the purchase decision of Apple Iphone Smartphone in Palembang. The research method used is quantitative method. The Data used in the study are primary data. Sampling techniques using Purposive Sampling techniques. The sample of this study amounting to 100 respondents who have never used Iphone products in the city of Palembang. The results of this study show that Brand Image and promotion have a significant effect on the purchase decision of Iphone smartphones in Palembang. In addition, from both variables Brand Image and promotion, promotion is a variable that has a dominant influence on the purchase decision of Iphone smartphones in the city of Palembang. Keywords: Brand Image, Promotion, Purchase Decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Promosi, Keputusan Pembelian.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Kelvin Saputra
Date Deposited:	18 Jan 2024 04:44
Last Modified:	18 Jan 2024 04:44
URI:	http://repository.unsri.ac.id/id/eprint/138626

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