PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN ENAMDUA COFFE AND EATERY PALEMBANG)

SARI, AFIATNA (2023) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN ENAMDUA COFFE AND EATERY PALEMBANG). Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Citra merek merupakan sebuah kepercayaan, persepsi dan penglihatan bagaimana konsumen menilai suatu produk sehingga dapat memberikan memori positif. Penelitian ini bertujuan untuk mengetahui perngaruh citra merek yang terdiri dari indikator ketahanan (tenancity), kesesuaian (congruence), keseksamaan (precision), dan konotasi (connotation) terhadap keputusan pembelian pada Enamdua coffe and eatery. Penelitian ini menggunakan objek Enamdua coffe and eatery. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah dengan teknik purposive sampling. Karakteristik sampel yang digunakan dalam penelitian ini adalah konsumen Enamdua coffe and eatery yang berkunjung. Teknik analisis yang digunakan dalam penelitian ini adalah analisis deskriptif dan regresi linear sederhana. Hasil penelitian ini menunjukkan bahwa variabel independen citra merek tidak berpengaruh positif dan signifikan terhadap variabel dependen (keputusan pembelian)

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Citra, Merek, Keputusan, Pembelian, Enamdua
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Divisions:	Business Management > Undergraduate Theses
Depositing User:	Mr Bambang Anthony
Date Deposited:	13 Feb 2024 04:54
Last Modified:	13 Feb 2024 04:54
URI:	http://eprints.polsri.ac.id/id/eprint/14447

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