PENGARUH BRAND IMAGE (CITRA MEREK) TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI KEBAB TURKI BABA RAFI (Studi Kasus pada Kebab Turki Baba Rafi Cabang Nginden Semolo)

DANIAR, FAUZIAH (2013) PENGARUH BRAND IMAGE (CITRA MEREK) TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI KEBAB TURKI BABA RAFI (Studi Kasus pada Kebab Turki Baba Rafi Cabang Nginden Semolo). Undergraduate thesis, UPN "Veteran" Jawa Timur.

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Abstract

Business franchise (franchise) is now growing in Indonesia. This is because Indonesia with a population of over 200 million people, which is a franchise business opportunity for market. one example of a franchise that is growing rapidly in Indonesia Kebab Turki Baba Rafi. This study aims to identify and analyze the factors that affect the consumer in making a purchase at the Kebab Turki Baba Rafi Nginden Semolo Branch. The dependent variable (Y) is the purchase decision and the independent variable (X) consists of a corporate image, user image and product image. In this study population was drawn consumers Kebab Turki Baba Rafi Nginden Semolo Branch, Surabaya. number of samples in this study were 100 respondents with a sampling technique using purposive sampling technique. The data was collected by distributing questionnaires to the respondents. The data used primary data. The analysis used in this study is the multiple linear regression, using the simultaneous test (F test), partial test (t test). Based on the results the analysis proven that simultaneous the variable the corporate image of, user image and product image influential against purchasing decisions on Kebab Turkey Baba Rafi Branch of Nginden Semolo, Surabaya. While partial, variable corporate image, user image and product image influence on purchase decisions Kebab Turki Baba Rafi Branch Nginden Semolo.

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