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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Nanang Waluyo
Manajemen, Fakultas Ekonomi, Universitas Samudra
Economics, Econometrics & Finance

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Pengaruh Varian Produk Dan Brand Image Terhadap Keputusan Pembelian Teh Pucuk Harum Di Kota Langsa Nanang Waluyo; Suri Amilia; Muhammad Rizqi Zati
Jurnal Manajemen Akuntansi (JUMSI) Vol 3, No 1: 2023
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v3i1.3711

Abstract

This study aims to determine the effect of product variants and brand image on purchasing decisions of Pucuk Harum Tea in Langsa City. This study used a sample of 96 respondents who are consumers of Pucuk Harum Tea in Langsa City. Methods of data analysis using multiple linear regression equations, t test, F test and test the coefficient of determination. The results of this study show Y = 12.518 + 0.584X1 + 0.332X2. The results of the t test stated that product variants had a significant effect on purchasing decisions and brand image had a significant effect on purchasing decisions for Pucuk Harum Tea in Langsa City. The results of the F test stated that product variants and brand image had a significant effect on purchasing decisions for Pucuk Harum Tea in Langsa City. The results of the coefficient of determination test (Adjusted R2) obtained a value of 0.351 or 35.1% product variants and brand image can explain the purchase decision variable while the remaining 64.9% is influenced by other variables such as: cultural, social, personal, psychological factors and marketing mix .
Co-Authors Muhammad Rizqi Zati, Muhammad Rizqi Suri Amilia