Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Amanda Brownies cabang Sultan Alauddin Makassar

Puspitasari, Tia Ayu (2019) Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Amanda Brownies cabang Sultan Alauddin Makassar. Diploma thesis, UNIVERSITAS NEGERI MAKSSAR.

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Abstract

Abstract Research this do at Amanda Brownies Sultan Alauddin Makassar Branch and aiming for knowing the influence of Brand Image and Price to Decision Purchase Amanda Brownies Sultan Alauddin Makassar Branch. Data collection is done with spread questionnaire in a manner directly to consumers Amanda Brownies Sultan Alauddin Makassar Branch. Technique taking the sample used is accidental sampling with total sample as many as 100 respondents . Data obtained processed use SPSS 22.0 and software then analyzed through validity test, reliability test, multiple linear regression test, coefficient determination test, assumption classic and hypothesis test. Equation multiple linear regression produce equation Y = 6.591 + 0.109 + 0.311. Results research this to show that variable brand image and price have a positive effect and significant in a manner simultaneous to decision purchase with F- count value 23.206> Ftable 3,09. Results test determination ( RSquare ) of 0.324 which shows that image brand and price able to give contribution amounting to 32 , 4 % and the remaining 67.6% is affected by other variables that don't examined. Brand image and price to be ingredients consideration for consumer in take decision purchase. The most dominant variable influence decision purchases in between brand image and price is variable brand image with t- count value 3,451> t- table 1,984. Brand image is a variable that can improve decision purchase, because image positive brand give away benefits for more known by consumers. Keywords : Brand Image, Price and Buying Decision

Item Type: Thesis (Diploma)
Subjects: FAKULTAS EKONOMI > Manajemen
Divisions: FAKULTAS EKONOMI
Depositing User: UPT PERPUSTAKAAN UNM
Date Deposited: 26 Jul 2019 06:57
Last Modified: 26 Jul 2019 06:57
URI: http://eprints.unm.ac.id/id/eprint/14285

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