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

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