SKRIPSI: Analisis Pengaruh Harga, Promosi dan Citra Merek terhadap Keputusan Pembelian Produk Merek Erigo di DIY

M. Reza, Alfredo (2022) SKRIPSI: Analisis Pengaruh Harga, Promosi dan Citra Merek terhadap Keputusan Pembelian Produk Merek Erigo di DIY. 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 for erigo brand products in DIY. Sampling method using Nonprobability Sampling with the number of respondents as many as 110 people. The data analysis method used in this study is the method of multiple linear regression analysis, t test, and the Goodness of Fit test. Based on the results of the t-test, it can be seen that the price variable has a positive regression coefficient of 0.360, with a significance level of 0.000 <0.05, the Promotion variable has a positive regression coefficient of 0.188, with a significance level of 0.000 <0.05 and the brand image variable has a significant value. of 0.000 < 0.05. Based on these results, all hypotheses are accepted and show the results that the variable price, promotion, and brand image have a positive effect on purchasing decisions for Erigo brand products in DIY.

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