UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ROTI SARI ROTI (STUDI KASUS PADA MINIMARKET DI KECAMATAN KALIDONI PALEMBANG). PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ROTI SARI ROTI (STUDI KASUS PADA MINIMARKET DI KECAMATAN KALIDONI PALEMBANG).
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Abstract
The purpose of this research is To know the influence of brand image and product quality to decision of sari bread extract (case study at minimarket in district kalidoni) As for the sample in this study are buyers and consumers of sari bread in Palembang who have bought bread sari bread that the sample amount is 100 people. While the data analysis used is linear regression analysis. From the results of the research shows that brand image variables significantly influence the purchase decision of 1,661 and product quality variables significantly influence the purchase decision of -0.880. Meaning brand image is more influential than the quality of the product to the purchase decision. While the product quality and brand image has a relationship of 74.1%, while the rest is influenced by other factors. In Test F it is seen that F arithmetic> Ftable or 35.260> 4.24 in other words that the brand image and product quality influence together to the decision of purchasing sari bread in Palembang
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science |
| Depositing User: | Mr Edi Surya Negara |
| Date Deposited: | 25 Jun 2022 03:37 |
| Last Modified: | 25 Jun 2022 03:37 |
| URI: | http://eprints.binadarma.ac.id/id/eprint/15747 |
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