Erwin, Santoso (2023) SKRIPSI: Analisis Pengaruh Citra Merek, Harga dan Iklan terhadap Keputusan Pembelian Rokok Gudang Garam di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the influence of brand image, price and advertising on purchasing decisions for Gudang Garam cigarettes in Yogyakarta. The type of research used in this research is quantitative. The type of data used in this study is primary data and secondary data. Primary data was obtained from distributing questionnaires with a sample of 75 respondents and secondary data obtained through books, journals, previous research and internet sources related to this research. The sampling technique used purposive sampling. Data analysis technique was performed using multiple linear regression analysis. The results of the study stated that brand image had a positive effect on purchasing decisions for Gudang Garam cigarette shoes in Yogyakarta. Price has a positive effect on purchasing decisions for Gudang Garam cigarettes in Yogyakarta. Advertising has no effect on purchasing decisions for Gudang Garam cigarettes in Yogyakarta. Adjusted R square of 0.449 (44%) indicates that brand image, price and advertising variables contribute 44% to the purchasing decision variable, while the remaining 56% is explained by other variables not included in this study.
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 16 Mar 2023 07:46 |
| Last Modified: | 16 Mar 2023 07:46 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/442 |
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