PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK ELZATTA HIJAB (Survei Pada Pembeli Elzatta Hijab di Galeri Jogja City Mall)

Antin Rukmana, NIM.: 16730031 (2020) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK ELZATTA HIJAB (Survei Pada Pembeli Elzatta Hijab di Galeri Jogja City Mall). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research is about the effect of brand image on purchasing decisions. Brand image can be defined as the perceptions and beliefs of consumers about something about a brand and is embedded in consumers' memories, whether good or bad, a brand Kotler and Keller (2009: 406). Brand image is very influential on the sales of a product within the company, including Elzatta Hijab at Glaeri Jogja City Mall. This research is aims to the effect of brand image on purchasing decisions at Elzatta Hijab at Galeri Jogja City Mall. The method used in this research is quantitative survey method. Data was collected by distributing questionnaires to 71 respondents using the Simple Random Sampling technique. Meanwhile, the data analysis used simple linear regression analysis. The results obtained show a significance value of 0.000 less than 0.05, which means that there is an influence between brand image on purchasing decisions. In addition, the coefficient of determination or R square is 0.643. This means that the influence of the independent variable or brand image on the dependent variable or purchase decision is 64.3%. The rest are variables or other factors outside of this research.

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