El-Mekka Rostianto, Marsya Ma’ruvinna (2019) DAYA TARIK TESTIMONIAL DI INSTAGRAM DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MAYOUTFIT CABANG SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

Mayoutfit, Sukabumi branch is a modern retail business retail clothing field. Besides clothing, Mayoutfit also sells bags and accessories. The aim this research is to know the influence of testimonial and brand image towards buying decision. The method of this research is using kind of samples including random samples and questionnaires to 201 consumers. The analytical technique, in here is multiple linear analysis technique, and for the hypotesis testing, we use statistic test partially (testing t) and simultaneous test (testing f). The reseacrh result for testing t indicates that both testimonial and brand image have significant influence towards buying decision. According to probability value of sig. 0,000 < 0,05 means that both testimonial and brand image have significant influence towards buying decision. According to the coefficient of determination test result of 0,360 can be interpreted that influence of testimonial and brand image towards buying decision is 36%. The rest of 64% were influenced by other factors that were not mentioned on this research.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Testimonial, Brand Image, Buying desicion
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	20 Jun 2019 03:03
Last Modified:	20 Jun 2019 03:03
URI:	http://eprints.ummi.ac.id/id/eprint/921

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