Nurmayasari, Annastasy a Tiara (2020) ANALISIS PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN CINCAU STATION DI CIPUTRA WORLD SURABAYA. Other thesis, UPN Veteran Jawa Timur.
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Abstract
The objectives in this study are: 1) Knowing the characteristics of consumers who buy Ciputra World Surabaya Cincau Station products, 2) Knowing whether the Packaging Design, Brand Name, Taste, and Price influence the customer' s purchasing decisions at Ciputra World Surabaya Cincau Station, 3). Knowing which variable is the most dominant influential in customer purchasing decisions at Cincau Station Ciputra World Surabaya. The analytical method used for the first purpose is descriptive analysis, while the second and third objectives use multiple linear regression anal ysis. The results showed: (1) gender, age, price choice, purchase decision ,. (2) Simultaneously packaging design, brand name, taste and price significantl y influence the purchase decision of grass jell y in Ciputra World Mall Surabaya while partially the packaging design variable has T count <T table (, 803 <2.060), brand name variable T count > T table (2,200> 2,060), the flavor variable has T count> T table (3,627> 2,060) and the price variable has T count> T table (5,593> 2,060). From these results all variables have a positive effect except packaging design on purchasing decisions Keywords: Brand Image, Cincau Station, Purchase Decision
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Users 12 not found. | ||||||||
| Date Deposited: | 25 Nov 2020 09:12 | ||||||||
| Last Modified: | 25 Nov 2020 09:12 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/788 |
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