PENGARUH BRAND IMAGE, DIFERENSIASI PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

DELIZIA BAKERY AND CAKE DI KABUPATEN BATANG

Authors

  • Anggun Prasetiyawan Universitas Pekalongan
  • Choliq Sabana Universitas Pekalongan

Keywords:

Brand Image, Product Differentiation, Price, Purchase Decision

Abstract

The type of research used in this research is causal research. The population in this study were all consumers who had made purchases at Delizia Bakery and Cake in Batang Regency.. The number of samples taken was 100 respondents. The types of data used in this research are primary and secondary data. Data collection was done by distributing questionnaires online. The analysis techniques used are Instrument Test, Classical Assumption Test, Model Fit Test, Multiple Linear Regression Analysis and Hypothesis Testing using Partial Test (t Test) with the help of the SPPS 20 program.The results of this research can be concluded that: (1) Brand Image has a positive and significant effect on Purchasing Decisions (2) Product differentiation has a positive and insignificant effect on Purchasing Decisions (3) Price has a positive and significant effect on Purchasing Decisions.

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Published

2024-01-31

How to Cite

Prasetiyawan, A., & Sabana, C. (2024). PENGARUH BRAND IMAGE, DIFERENSIASI PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN: DELIZIA BAKERY AND CAKE DI KABUPATEN BATANG. Journal of Accounting and Management’s Student, 1(1). Retrieved from https://journals.unikal.ac.id/index.php/jams/article/view/91

Issue

Vol. 1 No. 1 (2024): JOURNAL OF ACCOUNTING AND MANAGEMENTS STUDENT

Section

Article

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Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium 


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.