Sari, Nitami and Roslina, Roslina and Nabila, Nuzul Inas (2022) PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL GLOZ DI BANDAR LAMPUNG. E-journal Field of Economics, Business, and Entrepreneurship (EFEBE), 1 (4). pp. 366-371. ISSN 2964-5697
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Abstract
This research uses descriptive research and quantitative methods. The sample in this study were Gloz consumers who made purchases at Bandar Lampung distributors. The population used cannot be measured with certainty, making the researchers choose to use the non- probability sampling method. So that the respondents in this study amounted to 120 people. Based on the results of data processing and analysis, hypothesis testing, analysis and discussion of the results of research on the effect of price (X1) and brand image (X2) on purchasing decisions (Y) of Gloz mineral water in Bandar Lampung, it can be concluded that price and brand image variables have an effect on purchase decision (Y) for Gloz mineral water in Bandar Lampung. The variable that has the greatest influence is the price variable (X1) based on the largest regression coefficient value, namely b1 of 0.249 compared to the regression coefficient value of the brand image variable (X2) of 0.218
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Roslina Roslina . |
| Date Deposited: | 29 Mar 2023 08:12 |
| Last Modified: | 29 Mar 2023 08:12 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/49353 |
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