Pengaruh Citra Merek Terhadap Keputusan Pembelian Pada Donut Madu Di Air Molek Kabupaten Indragiri Hulu

Siswanto, Dwi Bani (2021) Pengaruh Citra Merek Terhadap Keputusan Pembelian Pada Donut Madu Di Air Molek Kabupaten Indragiri Hulu. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze the effect of brand image on purchasing decisions at donut madu in Air Molek, Indragiri Hulu Regency. This type of research is a descriptive survey using quantitative methods in processing the data obtained by the population and the research sample numbering 100 people and 1 owner of the Donut Madu Air Molek. The types and sources of data used are primary and secondary data through data collection by distributing questionnaires and interviews. Then the data obtained or collected, the writer identifies and classifies with the descriptive analysis method, namely by examining the data found in the field, then tabulated after which it is analyzed based on the theories expressed on the theoretical basis. The results of the study were found descriptively in the percentage of each predetermined research variable, in which the brand image variable was in the good category and the purchasing decision variable was in the good category. From the statistical calculations, it was found that the brand image variable had a significant influence on the purchase decision of the Donut Madu in Air Molek and the contribution of the brand image variable to the purchase decision could be categorized as good.

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