Dina, Cici Oktia (2023) Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Es Teh Indonesia Cabang Harapan Raya Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the effect of brand image and service quality on purchasing decisions on Indonesian iced tea (Case Study of Pekanbaru City Students). The population in this study were all students in Pekanbaru City. The sampling technique in this study used purposive sampling in which this study was taken from a number of samples with certain considerations and using the Ferdinand formula, totaling 66 people. Data collection techniques in this study using a questionnaire. Data analysis techniques in this study used descriptive analysis and SPSS 26. The results of this study were that brand image and service quality partially and simultaneously had a significant positive effect on purchasing decisions on Indonesian iced tea Branch Of Harapan Raya Pekanbaru City

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