ANALISIS PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK TUPPERWARE DI LORONG BASAH TOKO BOGOR INDAH

Fredi, Billton (2018) ANALISIS PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK TUPPERWARE DI LORONG BASAH TOKO BOGOR INDAH. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to determine whether the brand image and price variables that have an influence on purchasing decisions Tupperware brand products in the city of Palembang. The population in this study is all consumers who have ever used Tupperware brand products. The sample in this study amounted to 96 respondents. Data analysis technique used is descriptive test, Validity Test, Realibility Test, Classic Assumption Test (Normality test, Multicolonielity and Heteroskedasistitas), Multiple Linear Regression Test, T Test, F Test and Keofesien determination. The results obtained found that brand image has no effect on purchasing decision of tupperware brand product and price influence to purchasing decision. Keywords: Brand image, price and purchase decision

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