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All Journal Yudishtira Journal : Indonesian Journal of Finance and Strategy Inside Bussman Journal : Indonesian Journal of Business and Management
Junaidi Junaidi
Universitas Panca Marga Probolinggo
Economics, Econometrics & Finance

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Journal : Bussman Journal : Indonesian Journal of Business and Management

 1 
PENGARUH CITRA MEREK AND BRAND EQUITY TERHADAP PURCHASE DECISION PIA DI CV. PIA MANALAGI PROBOLINGGO Junaidi Junaidi
Bussman Journal : Indonesian Journal of Business and Management Vol. 2 No. 2 (2022): Bussman Journal | Mei - Agustus 2022
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v2i2.53

Abstract

This research was conducted on CV. Pia Manalagi Probolinggo in order to see the effects of brand image and brand equity with the decision to purchase manalagi probolinggo. The approach of the study with quantitative descriptive with sample collection techniques based nonprobability sampling 100 with the number of respondents who buyers of reinsurance. The method of analysis based on data the validity and realibilitas test, classical assumption test, multiple linear analysis, analysis of determination (R2) and hypothesis testing (F test and t test). From the results of the activities carried out by obtained: (1) There was a positive and significant influence of brand image on purchasing decisions at CV. Pia Manalagi Probolinggo with an Fcount > Ftable (76.232 > 3.090) On the significantly by 0.000 < 0.05 While the value of  tcount ? ttable\ (5.219 ? 1.985) (Sig. 0.000 ? 0.025). (2) Furthermore obtained the effects of brand equity where also contributed to show significance of the purchasing decisions with a value of Fcount > Ftable (76.232 > 3.090) with a significant level of  0.000 < 0.05 and a value of tcount ? ttable (4.100 ? 1.985) (Sig. 0.000 ? 0.025).
Co-Authors Hermawan, Dedi Joko