| dc.contributor.advisor | RIYZAL MANUN | |
| dc.date.accessioned | 2018-02-08T03:16:23Z | |
| dc.date.available | RIYZAL MANUN | |
| dc.date.issued | 2017-08-25 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/17566 | |
| dc.description.abstract | This study aims to identify the influence of differentiation strategy, brand
image, price perception and promotion to purchase decision on Samyang noodle
product in Yogyakarta city. Data were taken from the sample of 100 respondents
selected by using purposive sampling data collection technique. The tool used is
multiple linear regression method and use validity test, reliability test, classical
assumption test, t test, F test, and determinant coefficient (R²). Based on the
analysis, it is found that: hypothesis testing by using F test can be known variable
of differentiation strategy, brand image, price perception and promotion influence
simultaneously to purchasing decision. T test with t test indicating that variable
(X1) differentiation strategy and variable (X2) brand image proved to positively
and significantly influence to (Y) purchasing decision. While variable (X3)
perception of price and variable (X4) showed that both variables have positive and
insignificant effect to (Y) purchasing decision. The result of adjusted R square is
41,6% purchasing decision variable can be explained by four independent variable. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Differentiation Strategy, Brand Image, Price Perception, Promotion And Purchasing Decisions. | en_US |
| dc.title | PENGARUH STRATEGI DIFERENSIASI, CITRA MEREK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MIE SAMYANG DI YOGYAKARTA | en_US |
| dc.title.alternative | Studi pada konsumen produk mie Samyang di Yogyakarta | en_US |
| dc.type | Thesis
SKR
F E
921 | en_US |
