Pengaruh Citra Merek Terhadap Keputusan Konsumen Dalam Membeli Celana Merek Wrangler Di Distro Barcode Pekanbaru

Nanda, Riski Adria (2019) Pengaruh Citra Merek Terhadap Keputusan Konsumen Dalam Membeli Celana Merek Wrangler Di Distro Barcode Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to find out and analyze brand images of consumer decisions in buying Wrangler brand pants in Pekanbaru Barcode Distro, and to find out how the Wrangler brand image in the eyes of consumers. Brand image is very important for producers who have large products with a good brand in the eyes of consumers will affect the views of consumers to use these products. The sampling method used is the "accidental sampling" technique, which is that all respondents who happened to be found could be used as samples. Data analysis used is simple regression. The results of this study indicate that the results of the Wrangler brand purchase decision on the Barcode Distro are categorized as Good. The Influence of Brand Image is 0.115, which means that 11.5% of Purchase Competitiveness is determined by Brand Image while 88.5% is determined by other variables not observed in this study. Correlation between variables of Brand Image and Purchase Decision is categorized as Good and Positive.

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