PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI SAUNG PANYAWAH MAMAH KEMBANG CIANJUR

    Muhammad Fathan Laksana, - (2022) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI SAUNG PANYAWAH MAMAH KEMBANG CIANJUR. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    This study aims to determine how much influence brand image has on purchasing decisions at Saung Panyawah Mamah Kembang Cianjur. The increasing number of competitors that appear can arouse the enthusiasm of business people to further enhance their brand. The independent variables are brand image and the dependent variable is the purchase decision. The research method used is the quantitative method, with a sample of 100 respondents. The sampling technique used in this research is purposive sampling. The data analysis method used in this research is the descriptive analysis method and simple linear regression analysis. Data processing was carried out using SPSS 26 software. The regression model Y = 10.381 + 0.873 X is feasible to use. Through the R test Brand image has a strong relationship with purchasing decisions. The effect of brand image on purchasing decisions is 51.2% and the remaining 48.2% is influenced by other factors not by the author. Every increase of one brand image scale will increase the purchase decision by 1.657. Partially seen from the t-test, brand image partially obtained a significance value of 0.000 <0.05 and t count 9,811 > ttable 1,966 meaning that part there is a significant and positive influence between brand image and purchasing decisions at Saung Panyawah Mamah Kembang.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Christian Helmy Rumayar : 3828126901 Dias Pratami Putri : 0015099104
    Uncontrolled Keywords: Citra merek, Keputusan pembelian
    Subjects: L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Muhammad Fathan Laksana
    Date Deposited: 30 Mar 2023 06:53
    Last Modified: 30 Mar 2023 06:53
    URI: http://repository.upi.edu/id/eprint/89273

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