Pengaruh Citra Merek, Harga Dan Lokasi Terhadap Keputusan Pembelian Konsumen Prol Tape “Sumber Madu” Pada Pusat Oleh-Oleh Sumber Madu Kabupaten Jember Skripsi

Bukhori, Diki Firman (2020) Pengaruh Citra Merek, Harga Dan Lokasi Terhadap Keputusan Pembelian Konsumen Prol Tape “Sumber Madu” Pada Pusat Oleh-Oleh Sumber Madu Kabupaten Jember Skripsi. Diploma thesis, Politeknik Negeri Jember.

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Abstract

This study aims to determine the effect of variable Brand, Price and Location Simultaneously, and partially on the Purchase Decision of “Sumber Madu” Prol Tape at the Sumber Madu Souvenir Center in Jember Regency. The analysis used in this study is Multiple Linear Regression Analysis, Analysis of the Coefficient of Determination (Adjust R Square), t-test and F test. The results show that there is an influence from the variables of Brand Image (X1), Price (X2), and Location (X3). ), simultaneously or jointly with the dependent variable, namely Purchasing Decision (Y) Purchasing Prol Tape “Sumber Madu” at the Sumber Madu Souvenir Center in Jember Regency. Price Quality Variable (X2) has a significant effect on Purchasing Decisions (Y), while the Brand Image (X1) and Location (X3) variables have no significant effect on Purchasing Decisions (Y) and the variable that has the most dominant influence is Price (X2). ).

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