Arimus, Rozano (2023) Pengaruh Bauran Pemasaran Terhadap Brand Image Peterseli Kitchen. Other thesis, Universitas Islam Riau.

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Abstract

The Effect of Marketing Mix on Brand Image Peterseli Kitchen Rozano Arimus 189110190 This research is motivated by the increasing number of restaurants in Pekanbaru City, due to this increase, restaurants that have been established for a long time must maintain their image so they can compete with newcomers. This study aims to determine the effect of the marketing mix on parsley kitchen brand image. This research was conducted in the city of Pekanbaru. The method used in this study is a quantitative method with data collection techniques by distributing questionnaires to respondents who are parsley kitchen customers. The results of this study are that there is an influence of the marketing mix through elements of advertising and public relations on parsley kitchen brand image, the magnitude of the influence is 55.5%. In addition, all data used in this study are valid and reliable. The regression test results in this study produced a constant value of 0.722 and a regression value for advertising of 0.274 and public relations of 0.554 which also shows that the value of the regression coefficient is positive.

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