PENGARUH CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SABUN MANDI LIFEBUOY DI KOTA PALEMBANG

KOESLANA, RIDRA TRI and Eka, Dian and Yunita, Dessy (2021) PENGARUH CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SABUN MANDI LIFEBUOY DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to see how much influence the brand image and advertisements have on purchasing decisions for lifebuoy bath soap products in the city of Palembang. The technique of collecting data by means of a survey using a questionnaire. The sample used is 100 people from the total population, the method used is non-probability sampling with purposive sampling technique. The data analysis technique used is multiple linear regression analysis with IBM SPSS version 25 as a tool. The results showed a positive effect both partially and simultaneously between brand image and advertisements on purchasing decisions for Lifebuoy bath soap in Palembang. Keyword : Brand Image, Advertisement, Purchasing Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra Merek, Iklan, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 10575 not found.
Date Deposited:	01 Feb 2021 04:01
Last Modified:	01 Feb 2021 04:01
URI:	http://repository.unsri.ac.id/id/eprint/41614

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