CD Skripsi

Pengaruh Implementasi Bauran Pemasaran Dan Citra Merek Terhadap Keputusan Pembelian Pada Pizza Hut Restaurant Metropolitan City Panam Pekanbaru

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Purchasing decisions are an important part of the product marketing concept, this
is the background of this research. Implementing the right marketing mix and a good
brand image in front of consumers are part of the factors supporting consumer
purchasing decisions. This strategy is applied by Pizza Hut Restaurant Metropolitan
City Panam Pekanbaru. This study aims to determine the effect of Marketing Mix
Implementation and Brand Image on purchasing decisions at Pizza Hut Restaurant
Metropolitan City Panam Pekanbaru. The method used in this research is descriptive
and quantitative, with the source of the data from this study coming from primary data
obtained through the interview process and distributing questionnaires which were then
tested statistically through the SPSS program and secondary data using product sales
data for Pizza Hut Restaurant Metropolitan City Panam from 2016-2020. The analytical
method used in this research is simple and multiple regression analysis, and through
validity and reliability tests. In this study the results obtained are that the Marketing
Mix (X1) has a positive and significant effect on Purchase Decisions (Y), Brand Image
(X2) has a positive and significant effect on Purchase Decisions (Y),
Keywords: Marketing Mix, Brand Image and Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0049)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

xvi, 125 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0049)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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