Analisis Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Starbucks (Studi Kasus pada Mahasiswa Universitas Muhammadiyah Surakarta)

Arfi, Sofyan and , Dr. Edy Purwo Saputro, S.E,. M.Si (2019) Analisis Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Starbucks (Studi Kasus pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Abstract The purpose of this research is to know: (1) brand image influence to purchasing decision of Starbucks by student of Muhammadiyah Universiy of Surakarta, (2) influence of price to purchasing decision of Starbucks by student of Muhammadiyah University of Surakarta. The type of research using explanatory method. Population used in this research is the consumer of Starbucks among student of Muhammadiyah University of Surakarta. Sampling technique is using non-probability sampling with technique accidental sampling, total sample is 99 respondent. Data collection technique using questionnaries and data analysis techniques used to answer the hypothesis is multiple regression. The result of this study indicate that: (1) brand image variables has no influence on purchasing decision of Starbucks, evidenced from the value of t arithmetic on an accepting zone (2) variable price has inflluence on purchasing decision , evidenced from the value of t arithmetic be on a rejecting zone, (3) variable brand image and price together has influenced the purchasing desicion of Starbucks, evidenced from F arithmetic bigger than F table. Keyword: brand image, price, purchasing decision.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Keyword: brand image, price, purchasing decision.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SOFYAN ARFI
Date Deposited:	05 Apr 2019 07:01
Last Modified:	05 Apr 2019 07:01
URI:	http://eprints.ums.ac.id/id/eprint/71998

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