Musyawaroh, Anita (2020) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN WINGKO ‘LOE LAN ING’ DI KECAMATAN BABAT LAMONGAN. Other thesis, UPN Veteran Jawa Timur.
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Abstract
Wingko ‘LOE LAN ING’ is the first wingko that stands in Babat District and is made from young coconut. The origin of the name 'LOE LAN ING' wingko comes from the name of the first generation owner's son who married Go Giaw Kien, this couple as the second generation who continued the business of making Wingko which b ecame a typical souvenir of Babat. This study aims to analyze the effect of brand image on purchasing decisions in Babat District. Where the brand image consists of several packaging design variables, brand logos, brand names, brand functions, and the imp ression of quality. For analysis tools using multiple linear use IBM SPSS STATISTIC 22 For Windows. Based on the results of the study only three of the five variables can significantly influence the purchase decision of ‘ LAN ING’ wingko products in Babat. Variables that cannot be significantly experienced are packaging design variables and brand name variables. The packaging design variable has no significant effect on LOE LAN ING's purchasing decisions because most respondents buy it not because the packaging design they think is the same as other brand wingko packaging designs, for the materials used in the packaging design also include the standard and the colors used also tend to not bright. As for brand name variables that do not significantly influence the purchase decision of ‘LOE LAN ING’ wingko because the name used is too difficult to memorize and pronounce. Keywords: Wingko ‘LOE LAN ING’, Brand Image, Purchasing Decision
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 17 Nov 2020 12:33 | ||||||||
| Last Modified: | 17 Nov 2020 12:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/512 |
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