SKRIPSI: Pengaruh Brand Image, Promosi, dan Customer Rating terhadap Keputusan Pembelian Gudeg Yu Djum melalui Aplikasi Grabfood di Yogyakarta

WULANDARI, Mefina (2025) SKRIPSI: Pengaruh Brand Image, Promosi, dan Customer Rating terhadap Keputusan Pembelian Gudeg Yu Djum melalui Aplikasi Grabfood di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The purpose of this study is to analyze the influence of brand image, promotion, and customer rating on the purchasing decision of Gudeg Yu Djum through the GrabFood application in Yogyakarta. The research sample consists of individuals who are aware of and understand customer ratings and have previously purchased Gudeg Yu Djum through the GrabFood application. The sampling technique used in this study is non-probability sampling, specifically purposive sampling. The sample includes individuals who have purchased Gudeg Yu Djum through the GrabFood application at least once. Data analysis was conducted using multiple linear regression analysis with IBM SPSS Statistics 27 software. The results of the analysis indicate that the brand image variable (X1) does not have a influence on purchasing decisions, while the promotion variable (X2) and customer rating variable (X3) both have a influence on purchasing decisions.

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