PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG
No Thumbnail Available
Date
2015-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Accounting and Management Research, Universitas Internasional Batam, Vol 11, No.02
Abstract
The purpose of this study was to determine the brand image of Coca-Cola Zero and determine the extent of u
influence of the markering mix and the influence ofproduo brand image of Coca-Cola Zero to the purchase decision process
The method used in this study were factor analysis and regression, where the independent variable in this study is ti
marketing mix consisting of product, price, promotion, and distrib~rtion,a moderator variable in this study is the image, a)
the dependent variable is the process of prrrchasing decisions. Data collection techniques used is by distribufii
questionnaires to the respondenfi, and in this study who used the respondents are students and the general public who live
the city of Banhrng. Thr number of qlrestionnaires distributed a nionber of1 75 valid questionnaires and studied there for IS
Questionnaires were distributed using a Likert scale to determine the response of respondents to the study variables. Statisric
analysis used to determine the effect of these two variables rrsing multiple liaear regression method Based on this study, 1,
obtained results that the product, pricing, distribution, and image & promotion have a significant influence on purcha
decision process.
Description
Keywords
brand image, marketing mix, buying interes