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Rahmanirwati, Dewi
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Arts Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH STRATEGI PEMASARAN DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE DEBU SELATAN, DI PESISIR SELATAN Yanti, Yanti; Rahmanirwati, Dewi
Ensiklopedia of Journal Vol 6, No 3 (2024): Vol. 6 No. 3 Edisi 3 April 2024
Publisher : Lembaga Penelitian dan Penerbitan Hasil Penelitian Ensiklopedia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33559/eoj.v6i3.2356

Abstract

This research aims to determine the influence of marketing strategy and brand equity on purchasing decisions at the South Debu Café, on the South Coast. This research is a quantitative research study, the sampling method uses incidental sampling techniques with a total of 100 respondents. The results of this research show that marketing strategy has a positive and significant effect on purchasing decisions so that the first hypothesis is accepted and then the second hypothesis that brand equity has a positive and significant effect on purchasing decisions.
Co-Authors Yanti Yanti