Laili, Anis Nur (2024) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SARI ROTI DI SIDOARJO. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
As the food and beverage industry develops in Indonesia, causing competition in this industry to be increasingly fierce and present new challenges for the companies operating in it. One of the food industries in Indonesia that is popular today is bread. Consequently As many people consume bread, it affects the number of bread businesses. The considerations in deciding to buy are brand image and price perception. This study aims to determine the influence of brand image and price perception on the purchase decision of Sari Roti in Sidoarjo. The population used in this study is Sidoarjo residents who once bought Sari Roti products. The sampling technique uses Accidental sampling with a sample of 100 respondents. Technique The data analysis used is the Partial Least Square (PLS) analysis tool with the Structural Equation Modeling (SEM) method. Based on the results of this study, it shows that the brand image contributed to the decision to purchase Sari Roti in Sidoarjo. Likewise, price perception contributes to the decision purchase of Sari Roti in Sidoarjo.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Anis Nur Laili | ||||||||
| Date Deposited: | 13 Aug 2024 10:33 | ||||||||
| Last Modified: | 13 Aug 2024 10:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28228 |
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