Bella, Syafira (2024) Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Produk Azarine. Other thesis, Universitas Islam Riau.

Text 185210074.pdf - Submitted Version Restricted to Registered users only Download (7MB) | Request a copy

Abstract

The purpose of this research is to analyze the influence of brand image and price on purchasing decisions for Azarine products. The population in this study are all consumers who have purchased azarine products, the exact number of which is unknown. The sampling technique used in this research is accidental sampling. So the sample was 52 people. The data analysis technique used is multiple regression analysis. Based on the calculation results, it shows that brand image has a positive and significant effect on the decision to purchase Azarine products. Price has a positive and significant effect on the decision to purchase Azarine products. Brand Image and Price have a positive and significant effect on Azarine Product Purchasing Decisions by 53.0%.

Actions (login required)

View Item