PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMSEN PADA STARBUCKS CENTRAL PAVILION PALEMBANG

RIDWAN, ACHMAD and Nofiawaty, Nofiawaty and Yunita, Dessy (2021) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMSEN PADA STARBUCKS CENTRAL PAVILION PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Starbucks is the first modern concept coffee shop in the world and gives a different image compared to coffee shops in general. Consumers who visit Starbucks coffee shops not only enjoy the products offered, but also make Starbucks a place to spend free time or a meeting place because of the facilities that provide convenience for customers. This study aims to determine and analyze the influence of brand image on consumer purchasing decisions at Starbucks Central Pavilion Palembang. This study uses a quantitative approach with collecting methods by quistionneres. The population in this study are customers who have made transactions at Starbucks Central Pavilion Palembang. The sampling method used purposive sampling with a total sample of 100 respondents. Primary data was collected through the distribution of questionnaires through google form, secondary data was collected through literature study. This study uses descriptive analysis techniques, multiple linear regression analysis and the coefficient of determination. The results showed that simultaneously and partially the variables of corporate image, user image and product image had an effect on the purchasing decision variables. With the value of the coefficient of determination obtained is 0.684, which means 68.4% of the purchasing decision variables can be explained by the variables of corporate image, user image and product image. The dominant variable in this study is corporate image with a coefficient value of 0.443.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra Merek, Citra Perusahaan, Citra Pemakai, Citra Citra Merek, Citra Perusahaan, Citra Pemakai, Citra Produk, Keputusan Pembelian
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Achmad Ridwan
Date Deposited:	19 Jan 2022 05:08
Last Modified:	19 Jan 2022 05:09
URI:	http://repository.unsri.ac.id/id/eprint/61868

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