JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Vol 3, No 1: 2023

Pengaruh Citra Merek, Harga Dan Distribusi Terhadap Keputusan Pembelian Minyak Goreng Sunco (Studi Kasus : Pada Ibu Rumah Tangga di Kota Langsa)

Indah Permata Sari (Manajemen, Fakultas Ekonomi, Universitas Samudra)
Dewi Rosa Indah (Manajemen, Fakultas Ekonomi, Universitas Samudra)
Safrizal Safrizal (Manajemen, Fakultas Ekonomi, Universitas Samudra)

Article Info

Publish Date
11 Jan 2023

Abstract

The purpose of this study was to determine the effect of brand image, price, and distribution on purchasing decisions of Sunco cooking oil for housewives in Langsa City. The sample used is 96 respondents. The data analysis method is multiple linear regression analysis, t test, F test, and coefficient of determination test. The regression equation in this study is Y = 3.408 + 0.256X1 + 0.302X2 + 0.391X3. From the t test, it can be explained that brand image, price, and distribution have a significant effect on purchasing decisions. From the F test, it can be explained that brand image, price and distribution have a significant effect on purchasing decisions.

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Journal Info
JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Website

Abbrev

JUMSI

Publisher

Universitas Labuhanbatu

Subject

Economics, Econometrics & Finance

Description

JURNAL MANAJEMEN AKUNTANSI (JUMSI) diterbitkan oleh Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu secara berkala 4(empat) kali dalam setahun. Setiap edisi memuat 15 artikel ilmiah. JURNAL MANAJEMEN AKUNTANSI (JUMSI) bertujuan menyebarluaskan hasil penelitian di bidang manajemen (akuntansi, ...