Meli, Patmawati (2023) SKRIPSI: Pengaruh Harga, Lokasi, dan Brand Image terhadap Minat Beli Produk Mixue di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This research is to determine the effect of price, location, and brand image on Mixue product purchase intention in Yogyakarta area. The sampling technique used non-probability sampling with purposive sampling method. The number of samples used in this study were 150 respondents. The data analysis method used is validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, f test, t test, multiple linear regression analysis, fit test, coefficient of determination adjusted R square. The results of this study indicate that price has no effect on purchase intention, location has a negative effect on purchase intention, brand image has a positive effect on purchase intention in Yogyakarta Region.
| 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: | 07 Jun 2024 03:31 |
| Last Modified: | 07 Jun 2024 03:32 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/528 |
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