Image of PENGARUH CITRA MEREK DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER PADA MAHASISWA FAKULTAS EKONOMI UNSRI
Bookmark Share

Text

PENGARUH CITRA MEREK DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER PADA MAHASISWA FAKULTAS EKONOMI UNSRI

This study aims to analyze the effect of brand image and price discount on purchasing decisions of Kanzler sausage products among students of the Faculty of Economics, Sriwijaya University. The research is motivated by the increasing competition in the processed food industry and the phenomenon of rising sausage consumption among students, despite health concerns associated with processed meat products. This research is a quantitative study with a causal approach. The population consists of all students of the Faculty of Economics, Sriwijaya University who have purchased Kanzler sausages. A total of 100 respondents were selected using the Slovin formula with purposive sampling technique. Data were collected through a questionnaire using a Likert scale. The data analysis methods include validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing (t-test, F-test, and coefficient of determination). The results indicate that brand image has a positive and significant effect on purchasing decisions of Kanzler sausages. Price discount also has a positive and significant effect on purchasing decisions. Simultaneously, brand image and price discount significantly influence purchasing decisions of Kanzler sausage products among students of the Faculty of Economics, Sriwijaya University. The implications of this research suggest that companies should strengthen the brand image through effective communication strategies while optimizing promotional strategies such as price discounts to reach consumers with limited purchasing power, particularly within the student segment.

Availability
#
Central Library (References) T1842302025
T184230
Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1842302025
Publisher
Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xviii, 93 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.810 7
Content Type
Text
Media Type
unmediated
Carrier Type
other (computer)
Edition
-
Subject(s)
Manajemen pemasaran
Prodi Ekonomi Manajemen
Specific Detail Info
-
Statement of Responsibility
Other version/related
File Attachment
Comments
You must be logged in to post a comment