PENGARUH CITRA MEREK, PERSEPSI HARGA, PERSEPSI KUALITAS, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MEREK AREI (Studi Pada Mahaiswa di Puwokerto)

SYIFA, MUHAMMAD RALF ALIFY (2022) PENGARUH CITRA MEREK, PERSEPSI HARGA, PERSEPSI KUALITAS, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MEREK AREI (Studi Pada Mahaiswa di Puwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

This study aims to analyze the effect of brand image, perceived price, perceived quality, and promotion on the purchasing decisions of the Arei brand on students in Purwokerto (Muhammadiyah University Purwokerto, Jenderal Sudirman University, and Saifuddin Zuhri State Islamic University). The sample selection of this research used purposive sampling. The sample of this research is 110 respondents. The research method in this study is multiple linear regression. The results of the analysis show that simultaneously the variables of brand image, price perception, perceived quality and promotion have an effect on purchasing decisions. For the partial test, the variable brand image, perceived quality, and promotion have a positive and significant effect on purchasing decisions, while the price perception variable does not partially affect purchasing decisions.

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