Pengaruh Produk, Harga Dan Citra Merek Abc White Coffee Terhadap Keputusan Pembelian Konsumen Di Palembang

Efrianti S, Fika (2015) Pengaruh Produk, Harga Dan Citra Merek Abc White Coffee Terhadap Keputusan Pembelian Konsumen Di Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this research is to find out how product, price, and brand image give influence to Consumer Purchase Decision in Palembang. Sample determined by using purposive sampling method. Characteristics of respondents should be those who consumers ABC White Coffee, respondents at least know some other ABC products, for at least age criteria 17 years. The samples that taken are customers who ever consumed ABC white coffee, about 100 people. The techniques analysis used to process the data are validity test, reliability test, descriptive test, classical assumption test, hypothesis test, and multiple linear regression analysis which then processed by using SPSS version 16.0. The results of this research is that Product, Price, and Brand Image positively influence to the Consumer Purchase Decision, with significant value less than 0.05. Moreover the result also have adjusted R square value about 0,537, which means about 53,7% of Product, Price, and Brand Image variables can explain the Consumer Purchase Decision. The other rest about 46,3% of Consumer Purchase Decision can be explained by the other variables.

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