PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB BUTTONSCARVES DI KOTA PALEMBANG

FEBRINA, LIZA and Mahriani, Retna and Saraswati, Erlisa (2024) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB BUTTONSCARVES DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research is entitled "The Influence of Brand Image on Purchase Decisions for Hijab Buttonscarves Products in Palembang City". The purpose of this research is to see the influence of brand image on purchasing decisions for Buttonscarves hijab products in Palembang City. This research uses quantitative methods with descriptive and explanatory analysis techniques. The theories used in this research are Brand Image theory by Kevin Lane Keller and Purchasing Decision theory by Philip Kotler. The data obtained in this research came from primary, secondary data and distributing questionnaires to respondents. Based on the results of this research, it was found that there was an influence between brand image and purchasing decisions for Buttonscarves hijab products of 66.3% and 33.7% came from other factors with the correlation being in the high category. This research was examined based on the age of the respondents as a control variable. The results of the analysis on the control variable in the form of age showed that the influence of the brand image variable on purchasing decisions in the 21-25 year age range was 56.4% and the influence in the 26-30 year age range was 61.9%. It can be concluded that there is an influence of brand image on purchasing decisions for Buttonscarves hijab products in Palembang City. Keywords: Brand Image. Buying Decision, Buttonscarves

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra Merek, Keputusan Pembelian, Buttonscarves
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Liza Febrina
Date Deposited:	23 Jan 2025 06:21
Last Modified:	23 Jan 2025 06:21
URI:	http://repository.unsri.ac.id/id/eprint/166594

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