Satria, Muzakky ilham (2019) Pengaruh Citra Merek Terhadap Keputusan Konsumen Membeli Produk Teh Pucuk Harum (Studi Kasus pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik UPN “veteran” Jawa Timur). Other thesis, UPN "VETERAN" JATIM.
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Abstract
Traditional As for the industry that is developing at this time one of them is packaged tea. This happens because of the increasing need of the community for packaged tea that can be used to support daily activities and can be enjoyed anytime and anywhere. The purpose of this study was to determine and analyze the influence of brand image on purchasing decisions. This research method is quantitative using primary data. The population of this research is consumers who have bought and consumed pucuk harum tea. Determination of samples using Slovin formula. Using proportionate stratified random sampling. The number of samples is 96 people. Using multiple linear regression analysis techniques to determine the effect of Company Image (X1), Consumer Image (X2) and Product Image (X3) on Purchase Decisions (Y). The results of the simultaneous analysis of the Corporate Image (X1), Consumer Image (X2) and Product Image (X3) variables significantly influence the Purchasing Decision (Y). The results of the partial analysis of Corporate Image (X1) have a significant effect on Purchase Decision variables (Y), Consumer Image Variables (X2) and Product Image variables (X3) have no significant effect on Purchasing Decisions (Y). Keywords:. Corporate Image, Consumer Image, Product Image and Purchasing Decision.
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 26 Nov 2020 06:25 | ||||||||
| Last Modified: | 26 Nov 2020 06:25 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/967 |
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