Kinata, Celine (2022) The influence of brand reputation and price toward customer purchase decision at Blue Diamond Cafe, Pematang Siantar City. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The rapid growth of the cafe industry encourages increased competition among businessmen, which encourages customers to be more selective when purchasing something. The author's interest in doing this thesis is because there are bad reviews about brand reputation and prices at Cafe Blue Diamond Pematang Siantar City on google, so the author decides to do this research with the purpose to determine the influence of brand reputation and price on purchasing decisions at Cafe Blue Diamond Pematang Siantar City. The sample selection was done using the purposive sampling technique with a total sample of 96 respondents Data obtained in this study were analyzed using linear regression analysis multiple with the SPSS 25 program. Based on the results of multiple linear regression analysis, the equation Y = 15.118+0.589
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | brand reputation; price; purchase decision | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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| Depositing User: | Users 24103 not found. | ||||||||
| Date Deposited: | 22 Aug 2022 03:28 | ||||||||
| Last Modified: | 22 Aug 2022 03:28 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/49900 |
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