PENGARUH HARGA, PROMOSI PENJUALAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI PT SRIWIJAYA ARTHA BOGA

Purnama, Theoffany Neflin (2023) PENGARUH HARGA, PROMOSI PENJUALAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI PT SRIWIJAYA ARTHA BOGA. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyse the effect of price, sales promotion, and brand image on purchasing decisions at PT Sriwijaya Artha Boga (Brasserie). This analysis uses the independent variables price, sales promotion, and brand image. The dependent variable is the purchase decision. The sample of this research is Brasserie consumers in Palembang City. Sample data collection was carried out by purposive sampling method. Questionnaire data collection was carried out by reversing online statements to 100 respondents. Testing this hypothesis uses multiple linear regression analysis with the IBM SPSS 25 tool. The results of this study indicate that price has no significant effect on purchasing decisions while sales promotion and brand image have a significant effect on purchasing decisions at PT Sriwijaya Artha Boga (Brasserie) in Palembang City Keywords: Price, Sales Promotions, Brand Image, Purchasing Decisions

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