Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Rabbani Pada Toko Salamah

Article Sidebar

pdf
Published: Apr 9, 2023

Main Article Content

Bayu Arnanda
a:1:{s:5:"en_US";s:39:"Universitas Muhammadiyah Sumatera Utara";}
Uswah Hasanah
Universitas Muhammadiyah Sumatera Utara

Abstract

The purpose of this study was to examine the effect of brand image on purchasing decisions for rabbani products at salamah stores. The method used is a quantitative method using a sample of 30 and data collection techniques in this study using literature studies and questionnaires. Data analysis techniques used validity test, simple linear regression test, and hypothesis. The prerequisite test in this study uses the classical assumption test. The results of the study prove that the tcount value is 2.961> ttable 1.697 with a significance level of 0.006, which means that the hypothesis in this study accepts Ha and rejects H0. The conclusion of this study is that brand image has a significant positive effect on purchasing decisions for rabbani products at salamah stores by 23.8%..

Article Details

Issue
Vol. 4 No. 2 (2023): April 2023
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

Amalia, A. (2017). Pengaruh Pendidikan, Pengangguran, dan Ketimpangan Gender terhadap Kemiskinan di Sumatera Utara. At-Tawassuth, 3(3), 324–344.

Cahya Fadlilah Mutia , Wulan Ida Aryati Dyah Purnomo, D. R. (2020). Analisis Celebrity Endorsement, Variasi Produk Dan Brand Image Terhadap Keputusan Pembelian Produk Rabbani Di Kota Surakarta. Jurnal Penelitian Dan Kajian Ilmiah, 18(1), 14–20.

Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition. 15E, 331. https://doi.org/10.1080/08911760903022556

Megasari Manik, C., & Siregar, O. M. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian pada Konsumen Starbucks di Kota Medan. Journal Of Social Research, 1(7), 694–707. https://doi.org/10.55324/josr.v1i7.134

Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara?: Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795

Musay, F. P., Administrasi, F. I., Brawijaya, U., Perusahaan, C., & Pemakai, C. (2013). Brand image purchase intention. Jurnal Administrasi Bisnis, 2,3.

Ningsih, C. P. (2019). Pengaruh Brand Image Produk Makanan Terhadap Keputusan Pembelian. Skripsi.

Sari, A. J., Udayana, I., & Cahya, A. D. (2021). Pengaruh Brand Image terhadap Keputusan Pembelian Konsumen. Al-Kharaj?: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(2), 308–327. https://doi.org/10.47467/alkharaj.v4i2.644

Yudi Marihot, Sapta Sari, dan A. E. (2022). Buku Metode Penelitian Kualitatif & Kuantitatif. In Jurnal Multidisiplin Madani (MUDIMA): Vol. Vol. 1 (Issue March).