CD Skripsi

Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening Pada Greensmoothie Factory Di Kota Pekanbaru

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ABSTRACT




This study aims to analyze the influence of Price and Promotion on Purchase Decisions with Brand Image as an Intervening Variable. The research method used is the Quantitative method. This study uses purposive sampling. The sample in this study is 100 respondents. The data collection instrument uses a questionnaire. The bound variable is the Purchase Decision variable and the independent variable is Price and Promotion and the intervening variable is Brand Image. The data analysis used in this study is path analysis. The hypothesis testing in this study uses the Smart Partial Least Square (SmartPLS 4) analysis tool and a significance level of 5%. From the results of the hypothesis test, H1, H2, H3, H4, H5, H6 and H7 were accepted or in other words the variables Price, Promotion, Brand Image had a positive and significant effect on the Purchase Decision. In addition, hypothesis testing regarding intervening also shows that Brand Image can be a mediator in a purely manner on the Influence of Price and Promotion on Purchase Decisions.








Keywords : Price, Promotion, Brand Image, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002134860

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002134860

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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