PENGARUH EKUITAS MEREK, BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ROTI DAN COFFEE DI RIFKI BAKERY

Hidayat, Rahmat (2023) PENGARUH EKUITAS MEREK, BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ROTI DAN COFFEE DI RIFKI BAKERY. S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK RAHMAT HIDAYAT, Pengaruh Ekuitas Merek, Brand Image Dan Harga Terhadap Keputusan Pembelian Roti Dan Coffee Di Rifki Bakery. Pengaruh Ekuitas Merek,Brand Imange,Dan Harga Terhadap Keputsan Pembelian.Penelitian ini menggunakan analisis linear berganda. Teknik analisis yang digunakan adalah analisis linear berganda, uji asumsi klasik, koefisien determinasi, uji simultan (F) dan uji parsial (t) dengan menggunakan SPSS 26.0.. Berdasarkan hasil analisa terhadap uji F maka diperoleh nilai signifikan F (0.000)<0.05 sehingga variabel Ekuitas Merek,Brand Image,Harga secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian.sedangkan uji T makan diperoleh secara parsial dari hasil variabel Ekuitas Merek (X1) berpengaruh terhadap Keputusan Pembelian, Brand Image (X2) berpengaruh terhadap Keputusan Pembelian, Harga(X3) berpengaruh terhadap Kepuutusan Pembelian, Koefisien determinasi atau adjusted R square (R2) yang diperoleh sebesar 0,664.variabel Keputusan Pembelian dapat dijelaskan oleh vairabel ekuitas merek brand image dan harga yang diperoleh 4,9%, dapat dilihat dari faktor lain yang tidak ikut diteliti dalam penelitian ini. Kata Kunci : Ekuitas maerek, Brand image, Harga, Keputusan Pembelian ABSTRACT RAHMAT HIDAYAT, The Influence of Brand Equity, Brand Image and Price on Decisions to Purchase Bread and Coffee at Rifki Bakery. The Influence of Brand Equity, Brand Image, and Price on Purchasing Decisions.. This research uses multiple linear analysis. The analysis technique used is multiple linear analysis, classical assumption test, coefficient of determination, simultaneous test (F) and partial test (t) using SPSS 26.0. Based on the results of the analysis of the F test, a significant value of F (0.000) <0.05 was obtained so that the variables Brand Equity, Brand Image, Price simultaneously had a positive and significant effect on the Purchase Decision. Meanwhile, the T test was obtained partially from the results of the Brand Equity variable (X1) influences purchasing decisions, brand image (X2) influences purchasing decisions, price (X3) influences purchasing decisions, The coefficient of determination or adjusted R square (R2) obtained was 0.664. The Purchasing Decision variable can be explained by the variable brand equity, brand image and price, which was obtained at 4.9%, which can be seen from other factors that were not examined in this research. Keywords: Brand equity, Brand image, Price, Purchase Decision

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	Tn Rahmat Hidayat
Date Deposited:	27 Oct 2023 04:19
Last Modified:	27 Oct 2023 04:19
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/7580

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