Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Kopi Kapal Api Di Lumajang

Abstract

This study aims to determine the influence of brand image and price to consumer purchasing decision of kopi kapal api in lumajang. the population in this study is the consumers of kopi kapal api in lumajang. This population is heterogeneous which can be seen from the diversity of age and gender with the number of 60 respondents with sampling technique simple random sampling. This research uses descriptive analysis method of multiple linear regression analysis hypothesis test. The results of this study indicate that partially brand image has a significant effect and has a positive relationship to the decision to buy kopi kapal apiin Lumajang while for the price does not significantly affect the decision to buy kopi kapal api in Lumajang. Simultaneously brand image and price have significant influence to buying decision of kopi kapal api in Lumajang. The result of determination coefficient of R2 shows that 38,1% of consumer purchasing decision can be explained by variable of brand image and price while the rest 61,9% consumer purchasing decision is influenced by other variable not examined in this research.

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