Pengaruh Citra Merek, Harga, Dan Iklan Televisi Terhadap Keputusan Pembelian MIe Instan Sehat Lemonilo Pada Mahasiswa Fakultas Ekonomi Universitas Islam "45" Bekasi

Nurlela, Farah (2022) Pengaruh Citra Merek, Harga, Dan Iklan Televisi Terhadap Keputusan Pembelian MIe Instan Sehat Lemonilo Pada Mahasiswa Fakultas Ekonomi Universitas Islam "45" Bekasi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

ABSTRACT This study was to determine the effect of brand image, price, and television advertising on the purchase decision of Lemonilo Noodles for Unisma Economics faculty students. The research method used in this research is a quantitative description, the sample of this research is 100 respondents. Data collection techniques were carried out by means of interviews, observation, and questionnaires. The results of the analysis show that the calculated F value is 25.345 with a significant level of 0.000. So the variables of brand image, price, and television fish simultaneously influence the purchase decision. The partial test results of the hypothesis test that the brand image variable has no effect on purchasing decisions, the value of the t test is T count on the brand image variable X1 = 0.690 with a significant level of 0.492 less than 0.05 then Ho is accepted Ha is rejected. The price variable has a significant effect on purchasing decisions, the t test value is T calculated on the price variable X2 = 3.706 with a significant level of 0.000 greater than 0.05 then Ho is accepted Ha is rejected. And television advertising variables have a significant effect on purchasing decisions, this is evidenced from the t test value, namely T count on television advertising variable X3 = 3.120 with a significant level of 0.002 greater than 0.05, then Ho is rejected Ha is accepted From the results of this study that the contribution of brand image variables , price, and television advertising amounted to 42.5% while the remaining 57.5% was influenced by variables or other factors not examined in this study. Keywords: Brand Image, Price, Television Advertisting, and Purchasing Decisions

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