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All Journal Zona Manajemen: Program Studi Magister Sains Manajemen Universitas Batam
Kartika Kirana Sumirang
Department of Management, Faculty of Economic Universitas Batam, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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EFEK CITRA MEREK, KEMASAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI TOKO BUKU GRAMEDIA BATAM Kartika Kirana Sumirang; Diana Titik Windayati
Zona Manajemen: Program Studi Magister Sains Manajemen Universitas Vol 7 No 2 (2017): AGUSTUS
Publisher : Universitas Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (524.638 KB) | DOI: 10.37776/jzm.v7i2.61

Abstract

This study was conducted to analyze the brand image, packaging and pricing on purchasing decisions Gramedia bookstore Batam. In this research there are independent variables, which is the brand image, packaging and price, with the dependent variable, the purchase decision. This study is expected to be used to determine the extent of someone's opinion, attractive packaging and economical prices capable of determining consumer purchasing decisions of Gramedia bookstore Batam. Samples taken by researcher were 110 people. Samples were taken with a sampling technique (questionnaire). Data analysis method used is quantitative analysis, validity, reliability test, classic assumption test, multicoloniarity test, heteroscedasticity test, normality test, multiple linear regression analysis, t test, f-test and coefficient of determination R2.
Co-Authors Diana Titik Windayati