Pengaruh diversifikasi produk, citra merek dan lokasi terhadap keputusan pembelian martabak 57 kabupaten tegal

Wildani, Didik agum (2020) Pengaruh diversifikasi produk, citra merek dan lokasi terhadap keputusan pembelian martabak 57 kabupaten tegal. Skripsi thesis, Universitas pancasakti.

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Abstract

Didik Agum Wildani 2020, The Effect of Product Diversification, Brand Image, and Location on Purchasing Decisions of Martabak 57 Tegal Regency  Marketing management is the art and science of choosing target markets and reaching, retaining, and growing customers by creating, delivering, and communicating superior customer value. This study aims to determine how much the influence of Product Diversification, Brand Image, and Location on Martabak 57 Purchasing Decisions in Tegal Regency both simultaneously and partially. The research method used is quantitative with a sample size of 100 respondents. Data collection techniques used were observation, and distributing questionnaires. Data analysis methods used are Spearman rank correlation analysis, multiple correlation analysis, hypothesis testing and coefficient of determination analysis. The results showed that Product Diversification, Brand Image and Location on purchasing decisions in Martabak 57 Tegal Regency can be said to be quite good. Diversification has an influence on purchasing decisions, namely a rxy value of 0.492, and a significance value of Zhitung of 4.895. The influence of the dominant independent variable is brand image with a rxy value of 0.637, and a significance value of Zhitung of 6.338. While the location of the rxy value was 0.626, and the significance value of Zhitung was 6.228 Keywords: Product Diversification, Brand Image, Location and Purchasing Decisions

Item Type: Karya Ilmiah (Skripsi)
Subjects: H Social Sciences > HF Commerce
Depositing User: Didik agum Didik agum Wildani
Date Deposited: 10 Aug 2020 04:57
Last Modified: 11 Jan 2023 02:47
URI: http://repository.upstegal.ac.id/id/eprint/1499

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