Analisis Pengaruh Brand Image, Kelompok Acuan, Dan Presepsi Harga Terhadap Proses Keputusan Pembelian Sepatu Vans Pada Mahasiswa Pengguna Sepatu Vans Di Universitas Muhammadiyah Surakarta

Sutejo, Bambang and , Drs. Ma’ruf, M.M (2020) Analisis Pengaruh Brand Image, Kelompok Acuan, Dan Presepsi Harga Terhadap Proses Keputusan Pembelian Sepatu Vans Pada Mahasiswa Pengguna Sepatu Vans Di Universitas Muhammadiyah Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, reference groups and prices on purchasing decisions for Vans shoes for Vans shoes users at Muhammadiyah University, Surakarta. The sample in this study amounted to 100 consumers at the Muhammadiyah University of Surakarta using Google forms for data collection. The sampling technique used non-probability sampling method. Data analysis techniques using Multiple Linear Regression. The results of this study indicate that: Partially brand image and price have a positive and significant influence on the decision of purchasing Vans shoes on Vans shoes user students at Muhammadiyah University, Surakarta. While the reference group has no influence on the decision to purchase Vans shoes. But together brand image, reference group and price have an influence on the decision of purchasing Vans shoes on Vans shoes user students at Muhammadiyah University, Surakarta.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, reference group, price, purchase decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BAMBANG SUTEJO
Date Deposited:	10 Aug 2020 09:41
Last Modified:	10 Aug 2020 09:41
URI:	http://eprints.ums.ac.id/id/eprint/84461

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