PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PEMPEK DI TOKO PEMPEK LALA 26 ILIR KOTA PALEMBANG

Putra, Ishak Cahaya (2023) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PEMPEK DI TOKO PEMPEK LALA 26 ILIR KOTA PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek Terhadap Keputusan Pembelian Pempek Di Toko Pempek Lala 26 Ilir Kota Palembangdengan ruang lingkup konsumen di kota Palembang.Penelitian ini menggunakan pendekatan kuantitatif dan survei eksplanotori. Jenis data dalam penelitian ini adalah data primer berupa kuesioner dan data sekunder berupa studi literatur. Sampel dalam penelitian ini yaitu pembeli di Toko Pempek Lala 26 Ilir sebanyak 40 responden. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan pendekatan purposive sampling. Berdasarkan hasil uji t dapat diketahui bahwa citra pembuat tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan citra pemakaiberpengaruh signifikan terhadap keputusan pembelian dan citra produk tidak berpengaruh signifikan terhadap keputusan pembelian. Berdasarkan hasil uji Fdapat diketahui bahwa terdapat pengaruh yang signifikan antara citra pembuat, citra pemakai dan citra produk dan secara simultan terhadap keputusan pembelian.T

Item Type: Thesis (Other)
Uncontrolled Keywords: Citra Pembuat, Citra Pemakai, Citra Produk, Keputusan Pembelian
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 10:01
Last Modified: 13 Feb 2024 10:01
URI: http://eprints.polsri.ac.id/id/eprint/14558

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