The Influence of Brand Image, Promotion, and Perceived Value Of Customers' Purchasing Decisions at Restaurants M2M Wonoayu
Pengaruh Citra Merek, Promosi, dan Persepsi Nilai Terhadap Keputusan Pembelian Pelanggan pada Restoran M2M Wonoayu
DOI:
https://doi.org/10.21070/ups.2807Keywords:
Brand Image, promotion, Perceived Value, Purchase DecisionAbstract
The purpose of this study was to determine the effect of Brand Image, Promotion and Perceived Value owned or performed by M2M Wonoayu on the Purchase Decision of the business's customers. This research uses quantitative techniques. Quantitative research techniques can be described as positivist research techniques used to explore a particular population or sample. Primary data uses online questionnaires that are distributed to customers of the M2M Wonoayu Restaurant as research subjects. After performing calculations and testing data reliability, the number of respondent data that can be used is 96 respondents. Judging from the results of the analysis and discussion above, several conclusions can be drawn as follows: The R Square value in this study indicates that brand image, promotion, and perceived value can explain or predict 88.9% of the variation in purchasing decisions. In addition, 11.1%, may be influenced by other factors not analyzed in this study.
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