Pengaruh Brand Image, Brand Awareness, dan Variasi Produk Terhadap Keputusan Pembelian Konsumen Mixue Di Ponorogo



Azzah, Luthfiyyah Miftakhul (2024) Pengaruh Brand Image, Brand Awareness, dan Variasi Produk Terhadap Keputusan Pembelian Konsumen Mixue Di Ponorogo. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

Currently, Mixue is popular with the public because of its distinctive taste and attractive marketing method which is able to attarct consumers to make purchases. The purpose of this study was to determinate the effect of brand image, brand awareness, and product variety on purchasing decisions of Mixue consumers in Ponorogo. The population in the study were Mixue consumers in Ponorogo. The sample collection method used was purposive sampling. Data was collected using a questionnaire with a sample of 75 respondents. The analysis method in this study uses a structural model processed SMARTPLS 4.0 software. The results of this study indicate that the variables brand image and brand awareness has a positive effect purchasing decisions. While product variety have no significant effect on purchasing decisions.

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: Brand Image; Brand Awareness; Product Variety; Purchasing Decisions
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic
Depositing User: fe . userfe
Date Deposited: 20 Aug 2024 01:32
Last Modified: 03 Nov 2025 07:42
URI: https://eprints.umpo.ac.id/id/eprint/14426

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