Khonadi, Winston (2019) The effect of brand image on purchase decision at PT Mestika Makmur Persada Jaya, Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purpose of this research is to reveal whether there is any effect between brand image and purchase decision at PT. Mestika Makmur Persada Jaya. Furthermore, this research will also help the other researchers to know and get more knowledge about this field.
Brand image refers to the way that the customers actually perceive the brand. Company is maintaining good image in the mind of the customers. The company is gaining customers and retaining customers which makes purchase decision is important.
This research is using a quantitative as the research design and IBM SPSS Statistics 22 application. The sample size is 58 respondents through census sampling technique. Data analysis methods used in this research include descriptive statistics, validity test, reliability test, normality test, coefficient of correlation, coefficient of determination, linear regression analysis and Z-Test. The result of the research based on Z test, it can be known that Ztest (4.8138) > Ztable (1.96). So, the conclusion of this research is that there is effect between brand image and purchase decision at PT. Mestika Makmur Persada Jaya. There is a strong and positive relationship brand image and purchase decision at PT. Mestika Makmur Persada Jaya.
In this research, the company is recommended to enhance the brand image by improve their marketing strategy to make the product become well-known and the pricing strategy to have competitive price.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Khonadi, Winston NIM1501020079 s00000014589@student.uph.edu UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Eddy, Eddy NIDN0110018704 eddy.mdn@lecturer.uph.edu |
Uncontrolled Keywords: | brand image; purchase decision; international business |
Subjects: | H Social Sciences > HD Industries. Land use. Labor 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 |
Depositing User: | Users 14734 not found. |
Date Deposited: | 06 Jul 2021 09:02 |
Last Modified: | 14 Jan 2022 03:01 |
URI: | http://repository.uph.edu/id/eprint/40124 |