PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL MEDIASI : STUDI KASUS PADA PABRIK KUE SEMPRIT RIHO

Sari, Diyana Permata (2023) PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL MEDIASI : STUDI KASUS PADA PABRIK KUE SEMPRIT RIHO. Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of promotion on purchasing decisions through brand image as a mediating variable. The sampling technique uses accidental sampling. This research was conducted on consumers of the semprit factory "RIHO" with a total of 100 respondents. Collecting data in this study using a questionnaire. The data analysis technique used is path analysis, hypothesis testing using the t test and Hayes analysis. The results of this research show that promotion has a positive effect on brand image, brand image has a positive effect on purchasing decisions, promotion has an effect on purchasing decisions and brand image is able to mediate the effect of promotion on purchasing decisions.

Item Type: Thesis (Undergraduate)
Student ID: 201810160311155
Keywords: Promotion, purchasing decisions, brand image
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201810160311155 diyanapermata
Date Deposited: 22 Nov 2023 05:56
Last Modified: 22 Nov 2023 05:56
URI: https://eprints.umm.ac.id/id/eprint/876

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