PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK "KITA" PERUM BULOG DIVRE SUMSEL DAN BABEL DI KOTA PALEMBANG

MONICA, ANDI DELA and Eka, Dian and Nofiawaty, Nofiawaty (2019) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK "KITA" PERUM BULOG DIVRE SUMSEL DAN BABEL DI KOTA PALEMBANG. Undergraduate thesis, sriwijaya university.

	Text RAMA_61101_01011381720028.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (3MB) | Request a copy
	Text RAMA_61101_01011381720028_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (12MB) | Request a copy
Preview	Text RAMA_61101_01011381720028_0006016102_0008116904_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB) | Preview
	Text RAMA_61101_01011381720028_0006016102_0008116904_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (352kB) | Request a copy
	Text RAMA_61101_01011381720028_0006016102_0008116904_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (354kB) | Request a copy
	Text RAMA_61101_01011381720028_0006016102_0008116904_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (565kB) | Request a copy
	Text RAMA_61101_01011381720028_0006016102_0008116904_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (90kB) | Request a copy
	Text RAMA_61101_01011381720028_0006016102_0008116904_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (216kB) | Request a copy
	Text RAMA_61101_01011381720028_0006016102_0008116904_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy

Abstract

The purpose of this research is to find how big the influence of the brand image consists of a corporate image (X1), user image (X2), and product image (X3) to purchasing decisions KITA Products Perum BULOG Divre Sumsel and Babel in the Palembang City both simultaneously and partially. The sampling method is using the Non-Probability Sampling with purposive sampling technique. Methods of data analysis is using multiple linear regression. The result shows that the brand image simultaneously has a significant effect on Purchase Decision. The product image variable has the greatest influence on purchase decision with 0,593 coefficient score. The coefficient of determination test as much as 0,677. It means that purchase decision is explained by the brand image variables with 67,7%, while the remaining 32,3% is explained by other variables that are not included in this research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Key Word : Brand Image, Corporate Image, User Image, Product Image, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations H Social Sciences > HB Economic Theory > HB71-74 Economics as a science. Relation to other subjects
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 1722 not found.
Date Deposited:	06 Sep 2019 05:00
Last Modified:	06 Sep 2019 05:00
URI:	http://repository.unsri.ac.id/id/eprint/6456

Actions (login required)

View Item