SKRIPSI: Pengaruh Gaya Hidup, Citra Merek dan Harga terhadap Keputusan Pembelian pada Cafe Bersinggah di Kabupaten Batang

Faiz Ageng, Prabowo (2023) SKRIPSI: Pengaruh Gaya Hidup, Citra Merek dan Harga terhadap Keputusan Pembelian pada Cafe Bersinggah di Kabupaten Batang. Masters thesis, STIM YKPN Yogyakarta.

Preview	Text (Halaman Judul) S1-111801200-Awal.pdf Download (313kB) | Preview
Preview	Text (BAB 1) S1-111801200-Bab 1.pdf Download (225kB) | Preview
Preview	Text (BAB 2) S1-111801200-Bab 2.pdf Download (174kB) | Preview
	Text (BAB 3) S1-111801200-Bab 3.pdf Restricted to Repository staff only Download (161kB)
	Text (BAB 4) S1-111801200-Bab 4.pdf Restricted to Repository staff only Download (296kB)
Preview	Text (BAB 5) S1-111801200-Bab 5.pdf Download (71kB) | Preview
Preview	Text (Daftar Pustaka) S1-111801200-Referensi.pdf Download (71kB) | Preview

Abstract

This study aims to analyze the effect of lifestyle, brand image, and price on purchasing decisions at Bersinggah Cafe in Batang Regency. The sample in this study is the people in Batang Regency who know or have visited the Bersinggah Cafe in Batang Regency. The number of samples is 105 respondents. With the sampling technique using the Non-probability sampling model. The method used in this study is the logistic regression analysis method, the overall model fit test, the Goodness of Fit test, the coefficient of determination test, and the wald test. The results of this study can be concluded that lifestyle has a positive and significant effect on purchasing decisions at Bersinggah Cafe in Batang Regency. Meanwhile, price and brand image have a positive and insignificant effect on purchasing decisions at Bersinggah Cafe in Batang Regency.

Actions (login required)

View Item