INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND PRICE ON PURCHASE DECISION MARTABAK SAN FRANSISCO BANDUNG

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dc.contributor.authorSukma, Andhi
dc.date.accessioned2021-02-15T17:13:36Z
dc.date.available2021-02-15T17:13:36Z
dc.date.issued2020
dc.description.abstractThe lifestyle of today's society, which tends to be dynamic, has made culinary a necessity so that competition in this industrial sector is getting tighter. This research was motivated by the fluctuation of sales results for the San Francisco martabak. This study aims to analyze the effect of brand image and price on purchasing decisions for Martabak San Francisco. Respondents involved in this study were 100 consumers who had visited Martabak San Francisco. The method used is descriptive technique. The data was collected by distributing questionnaires directly and the data analysis method was carried out by multiple linear regression using SPSS software. The results showed that partially brand image and price significantly influence purchasing decisions Martabak San Francisco. Based on the results of the F test, the results showed that simultaneously and significantly the brand image and price have an effect on purchasing decisions Martabak San Francisco. The coefficient of determination is 84.8%, which means that the purchase decision for Martabak San Francisco is influenced by brand image and price variables, while the rest can be explained by other variables not examined in this study.en_US
dc.identifier.issn0038-111X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12516
dc.language.isoenen_US
dc.publisherSolid State Technology Volume: 63 Issue: 3en_US
dc.subjectBrand Imageen_US
dc.subjectPriceen_US
dc.subjectPurchasing Decisionsen_US
dc.titleINFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND PRICE ON PURCHASE DECISION MARTABAK SAN FRANSISCO BANDUNGen_US
dc.typeArticleen_US
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