Ramdani, Selvia (2020) ANALISIS PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA CV. NEPTUNS KOTA SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

The purpose of this study is to study the promotion and brand image of purchasing decisions on CV. Neptune, Sukabumi City. The research method used by the authors in this study used a system of random sampling where the author proposed a study of 80 consumers. The analysis technique used by the author is to use multiple linear regression analysis techniques, multiple coefficient of determination and coefficient of determination. And to test the hypothesis, the author uses a simultaneous test (f test). The results of the study using the determination coefficient test shows the value (Adjuster R2) of 0.517 which means the comparison of Brand Promotion and Image to Purchase Decisions is 52.9% and 47.1% is used by other factors that are not agreed upon. In addition, a multiple definition trial shows an R value of 0.728 which means a high influence between Brand Promotion and Image on Purchasing Decisions. Based on the results of the F test that has been done, the sig value is found. 0,000

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Promotion, Brand Image, Purchasing Decision.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	13 Jan 2021 03:47
Last Modified:	13 Jan 2021 03:47
URI:	http://eprints.ummi.ac.id/id/eprint/1545

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