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All Journal Eco-Entrepreneur Jurnal Bahasa dan Sastra
Fikri, Ahmad Kanzul
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Eco-Entrepreneur

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The decision to purchase Nasi Krawu Bu Azza in terms of brand, price, product quality and packaging Fikri, Ahmad Kanzul; Arief, Mohammad
Eco-Entrepreneur Vol 9, No 2 (2023): Desember
Publisher : Eco-Entrepreneur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/ee.v9i2.29757

Abstract

The background of this research is the increasingly tight competition in the Nasi Krawu business which has an impact on decreasing the number of visitors to Nasi Krawu Bu Azza. This study aims to determine the effect of brand, price, product quality and packaging on purchasing decisions for Nasi Krawu Bu Azza in Gresik. This study uses quantitative methods and sampling in this study uses accidental sampling and is analyzed using multiple linear regression analysis. The results of this study indicate that the variables Price, Product Quality and Packaging partially have a positive and significant effect on purchasing decisions, except for the brand variable.
Co-Authors Agustina, Ulfa Wulan Mohammad Arief Muslimah, Khairunnisa Nur