SKRIPSI MBS

ANALISIS PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MENANTEA (Studi Kasus pada Konsumen Menantea di Kabupaten Sukoharjo)

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ABSTRACT

This study aims to determine the effect of brand image, price, and
promotion on purchasing decisions on Menantea products, case studies on
menantea consumers in Sukoharjo Regency. This research uses quantitative
research methods. Using purposive sampling and questionnaire techniques to
collect data which is then processed with multiple linear regression using SPSS
26 software. The sample used in this study was 96 respondents.
The results of the study show that brand image has an influence on
purchasing decisions, with the results of the test obtained a calculated tcount >
ttable, value of 3,083>1,98609 with a significance value of 0,003 ttable is
2,772>1,98609 with a significance value of 0,007ttable. of 2,140
1,98609 with a significance value of 0,035< 0,05.
Where the brand image variable has the strongest value because the better
the brand the higher its influence on purchasing decisions and the lowest variable
among the three variables is the promotion variable, this happens because the
product promotion they do is only through social media. So Menantea needs to
increase product promotions to increase consumer purchasing decisions.
Keywords : brand image, price,promotion, and purchasing decision.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 NUR a 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 106 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Nurul Wijayanti

Versi lain/terkait

Lampiran Berkas

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