Pengaruh Citra Merek Dan Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Konsumen Di Restoran Taman Kenten Palembang Pada Masa Pandemi Covid-19

Lukman, Andrey (2022) Pengaruh Citra Merek Dan Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Konsumen Di Restoran Taman Kenten Palembang Pada Masa Pandemi Covid-19. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

	Text (Cover) EM-2022-1822007-cover.pdf Download (697kB)
	Text (Abstract) EM-2022-1822007-abstract.pdf Restricted to Registered users only Download (202kB) | Request a copy
	Text (Table of Content) EM-2022-1822007-tableofcontent.pdf Restricted to Registered users only Download (333kB) | Request a copy
	Text (Chapter 1) EM-2022-1822007-chapter1.pdf Restricted to Registered users only Download (780kB) | Request a copy
	Text (Chapter 2) EM-2022-1822007-chapter2.pdf Restricted to Registered users only Download (389kB) | Request a copy
	Text (Chapter 3) EM-2022-1822007-chapter3.pdf Restricted to Registered users only Download (358kB) | Request a copy
	Text (Chapter 4) EM-2022-1822007-chapter4.pdf Restricted to Registered users only Download (596kB) | Request a copy
	Text (Conclusion) EM-2022-1822007-conclusion.pdf Restricted to Registered users only Download (206kB) | Request a copy
	Text (Reference) EM-2022-1822007-reference.pdf Restricted to Registered users only Download (344kB) | Request a copy
	Text (Attachment) EM-2022-1822007-attachment.pdf Restricted to Registered users only Download (604kB) | Request a copy
	Text (Complete) EM-2022-1822007-complete.pdf.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text (Summary_id) EM-2022-1822007-summary_id.pdf.pdf Restricted to Registered users only Download (394kB) | Request a copy

Abstract

This research is a case study research that aims to determine the effect of brand image and promotion through social media Instagram on consumer purchasing decisions at Taman Kenten Palembang Restaurant during the covid-19 pandemic. The population in this study were all people who had dine-in at the Taman Kenten restaurant and made online purchases at least twice during the COVID-19 pandemic. The sample size used is 100 respondents who have met the criteria that have been set by using purposive sampling. Data collection was carried out using a questionnaire and distributed online using a google form. The data analysis technique used in this study was multiple linear regression analysis. The results obtained prove that (1) there is no influence of brand image on purchasing decisions, (2) promotion through social media Instagram has a positive and significant effect on purchasing decisions. Keywords: brand image, promotion through social media instagram, purchasing decisions

Actions (login required)

View Item