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All Journal JURNAL EKOBIS DEWANTARA
wahyuningsih, sri wahyuningsih
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH CITRA MEREK, HARGA PRODUK BUTTONSCARVES TERHADAP KEPUTUSAN MINAT BELI MAHASISWA UNIVERSITAS PELITA BANGSA wahyuningsih, sri wahyuningsih
JURNAL EKOBIS DEWANTARA Vol 7 No 2 (2024): JURNAL EKOBIS DEWANTARA
Publisher : Program Studi Manajemen Fakultas Ekonomi UST

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/ed_en.v7i2.4133

Abstract

This research aims to determine the influence of the Mere Image of Buttonscarves products on demand to buy and the price of Buttonscarves products on buying interest of Pelita Bangsa University Students. The Population in this study were Pelita Bangsa University students in Cikarang. The sampling technique used is validity and reliability. Data were analyzed using classic assumption testing techniques, multiple linear regression anallsis. The results of this research show that there is a positive and significant influence between price on buyinginterst and a positive influence between brand image on buying interest. The results of this research show that brand image and product price have a positive influence on purchase intention.
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