Pengaruh Harga, Promosi, dan Citra Merek terhadap Keputusan Pembelian Produk Emina pada Konsumen Mirota Kampus Palangan Yogyakarta

Fifi, Lutfiah (2021) Pengaruh Harga, Promosi, dan Citra Merek terhadap Keputusan Pembelian Produk Emina pada Konsumen Mirota Kampus Palangan Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of price, promotion and brand image on purchasing decisions of Emina products on Mirota consumers, Palagan campus, Yogyakarta. Sampling method using Non Probability Sampling with the number of respondents as many as 95 people. The data analysis method used in this research is t test, multiple linear regression analysis method and Goodness of fit test. Based on the results of the t test, it can be seen that the price variable has a significance value of 0.010, the promotion variable has a significance value of 0.021 and the brand image variable has a significance value of 0.001. Based on these results, all hypotheses are accepted and show the results that the price, promotion, and brand image variables have a positive and significant effect on purchasing decisions.

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