Zona Manajemen: Program Studi Magister Sains Manajemen Universitas Batam
Vol 7 No 2 (2017): AGUSTUS

EFEK CITRA MEREK, KEMASAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI TOKO BUKU GRAMEDIA BATAM

Kartika Kirana Sumirang (Department of Management, Faculty of Economic Universitas Batam, Indonesia)
Diana Titik Windayati (Department of Management, Faculty of Economic Universitas Batam, Indonesia)

Article Info

Publish Date
25 Mar 2019

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.

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Journal Info
Zona Manajemen: Program Studi Magister Sains Manajemen Universitas Batam
Website

Abbrev

Manajemen

Publisher

Universitas Batam

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

Description

Zona Manajemen adalah jurnal peer-review yang dikelola oleh Program Studi Magister Sains Manajemen Universitas Batam. Zona Manajemen bertujuan untuk mempublikasikan artikel di bidang Manajemen Umum, Manajemen Pemasaran dan akunting, Manajemen Sumber Daya Manusia dan Tata Kelola, Manajemen Strategik, ...