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

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand image ; price ; purchase decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Margareta Tri Oktaviyani
Date Deposited: 22 Jun 2023 02:44
Last Modified: 22 Jun 2023 02:44
URI: https://eprints.ukmc.ac.id/id/eprint/10293

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