Pitino, Yayang (2024) Pengaruh Persepsi Harga, Citra Merek dan Promosi Terhadap Keputusan Pembelian Produk Belikopi di Merr Pandugo Surabaya. (The Influence of Price Perception, Brand Image, and Promotion on Purchase Decisions of Belikopi Products at Merr Pandugo Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to investigate the impact of price perceptions, brand image and promotion on purchasing decisions for Belikopi products at Merr Pandugo Surabaya. Data were analyzed using multiple linear regression techniques using statistical software products and services (SPSS 25) involving 85 respondents who answered questionnaires on a Likert scale. The instrument test used in this research is the validity and reliability test. The data analysis used is multiple linear regression, with hypothesis testing using the T test, F test and coefficient of determination (R2). The research results show that all"the 'ndicators used in this research are valid and reliable. In the T test, the results show that the influence of price perception, brand image and promotion partially has a positive and significant effect on purchasing decisions for Belikopi products at Merr Pandugo Surabaya. Based on the results of the F test, it shows that the results obtained are an F value of 51.894> 2.72. With a significant value of 0.000 < 0.05, then Ha is accepted and Ho is rejected. Thus, the variables Price Perception (X1), Brand Image (X2) and Promotion (X3) simultaneously have a significant effect on the Purchase Decision (Y) of Belikopi Products at Merr Pandugo Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Price Perception, Brand Image, Promotion, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000164 Yayang Pitino |
| Date Deposited: | 23 Jul 2024 03:47 |
| Last Modified: | 23 Jul 2024 03:47 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/29577 |
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