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All Journal Kompartemen: Kumpulan Orientasi Pasar Konsumen
Gamiarci, Cici
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Economics, Econometrics & Finance

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The Influence Of Marketing And Brand Of Bandung Tofu Nr (Nuri) On Purchase Decisions In Sadarkarya Village Fahrozi, Ridwan; Gamiarci, Cici; Permasih, Desty
Kompartemen: Kumpulan Orientasi Pasar Konsumen Vol 2 No 2 (2024): Kompartemen: Kumpulan Orientasi Pasar Konsumen
Publisher : Management Science Doctoral Program, Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/kompartemen.v2i2.716

Abstract

This research is a field research with a quantitative approach. Data collection techniques were carried out through questionnaires and Google Forms, while data analysis used quantitative methods that include data reduction, presentation, and drawing conclusions. Data were analyzed using multiple linear regression with the help of the SPSS version 20 application based on 97 respondents. The results showed that the independent variables, namely marketing influence and brand influence, simultaneously influenced purchasing decisions by 94.5%, while the remaining 5.5% were influenced by other variables. Hypothesis testing showed that marketing influence (X1) had a significance value of 0.000
Co-Authors Fahrozi, Ridwan Permasih, Desty