Record Details

Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Pada Kedai Pesen Kopi Di Kota Malang)

Jurnal Ilmiah Riset Manajemen

View Archive Info
 
 
Field Value
 
Title Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Pada Kedai Pesen Kopi Di Kota Malang)
 
Creator Rosnita, Mirza
Widarko, Agus
Wahono, Budi
 
Description AbstractThe culture of drinking coffee in Indonesia has been developing for a long time, since the first time the forced cultivation system was initiated by the Dutch government, at first drinking coffee was a habit practiced by the Dutch government, along with its development the Indonesian people began to like to drink coffee.This study aims to determine the direct effect of price, promotion and brand image on purchasing decisions and brand image as an intervening variable. The population used in this study are people in Malang City who still subscribe to or who have visited the Pesen Kopi Shop in Malang City. The sampling method used was purposive sampling, which was taken with certain criteria, namely 107 respondents. Using path analysis, and the research results show that price and promotion have a direct effect on brand image, price has no effect on purchasing decisions, promotions have a direct effect on decisions and brand image variables are able to mediate prices and promotions on purchasing decisions. Keywords : price, promotion, brand image and purchase decision
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2021-04-06
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/10765
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 10 No. 11 Februari 2021
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/10765/8450
 
Rights Copyright (c) 2021 Jurnal Ilmiah Riset Manajemen