Muhammad, Pajrin (2023) SKRIPSI: Pengaruh Brand Image, Brand Awareness dan Price terhadap Keputusan Pembelian Produk Erigo pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This research was conducted with the aim of analyzing the effect of brand image, brand awareness, and price on purchasing decisions for Erigo products among students in Yogyakarta. This research is a quantitative research, the sample in this study is students who live in Yogyakarta and have purchased erigo products at least 2 times with respondents aged 18 years and over. Using the purposive sampling technique, the sample in this study was 80 respondents. The analytical method used in this research is multiple linear analysis. The results of the study show that (1) Brand Image has a positive effect on purchasing decisions, (2) Brand Awareness has a positive effect on purchasing decisions, (3) Price has a positive effect on purchasing decisions.
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 06 Dec 2023 04:08 |
| Last Modified: | 06 Dec 2023 04:08 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/474 |
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