Noviani, Maryagita Diah (2016) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PASTA GIGI FORMULA DI CARREFOUR CABANG SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Maryagita Diah Noviani / 121949 / Faculty of Economics Department of Management / The Influence Of Brand Image And Price Perception Towards Purchase Decision Of Formula Toothpaste In Carrefour Branch Serang / Under the guidance of Dr. H. Djasuro Surya, S.E., M.Sc. and Yanto Azie Setya, S.E., M.Sc. This study aims to determine whether there is influence between the brand image and perception of price on purchase decisions Formula toothpaste. The method used in this research is descriptive and associative. To determine the sample, researchers used data on the sale of toothpaste Formula Carrefour Branch Serang. Data were analyzed using multiple regression using IBM SPSS 20 for windows. Meanwhile, to test the hypothesis, researchers used the t test and F. From the results of all the calculations, the 81 respondents, and to test the validity, reliability test, and classical assumption is met. Known the results of multiple regression equation Y = 3.270 + 0.623 X1 + 1.346 X2. The value of the multiple correlation coefficient (R) = 0.916. It shows that the brand image and the perception of price pick the relationships that influence purchase decisions toothpaste formula in Carrefour Branch Serang, while the coefficient of determination (kd) = 84%, it means the donation of brand image and perception of price on purchase decisions toothpaste Formula Carrefour branch in Serang by 84% and the remaining 16% is explained by other factors not discussed in this study. And the results of the test F known that Fhitung> Ftabel (204.244> 3.11) mean H0 rejected and Ha accepted, shows the brand image and perception of prices and significant positive effect on purchasing decisions Formula toothpaste Carrefour branch in Serang. Keywords: Brand Image, Perceived Price, Purchase Decision
| Item Type: | Thesis (S1) | |||||||||
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| Uncontrolled Keywords: | Brand Image, Perceived Price, Purchase Decision | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 12 Apr 2022 05:57 | |||||||||
| Last Modified: | 12 Apr 2022 05:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/12086 |
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