Ningrum, Heny Kusuma (2021) Pengaruh Store Atmosphere Dan Brand Image Terhadap Keputusan Pembelian Pada Ayam Geprek Layla Di Kab. Nganjuk. Skripsi thesis, Universitas Kadiri.
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Abstract
This study aims to determine the effect of store atmosphere and brand image on purchasing decisions on layla geprek chicken in Kab. Nudge. The effect that we want to know is the direct or indirect effect. This study used a sample of 100 respondents. Sampling using purposive sampling method with the characteristics of layla geprek chicken consumers in the district. Nudge. The test tools used are test data analysis and hypothesis testing. From this research test, it can be concluded that the test results partiallythe store atmosphere variable has a positive and insignificant effect, and the brand image variable has a positive and significant effect on purchasing decisions for Layla Geprek Chicken in Kab. Nudge. While the results of simultaneous testing (F test) can be concluded that store atmosphere and brand image have a positive and significant effect on purchasing decisions for Layla's Geprek Chicken in Kab. Nganjuk. Keywords : Store Atmosphere, Brand Image, Purchase Decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi > Prodi Manajemen S1 |
| Depositing User: | NR Nurul Huda |
| Date Deposited: | 19 Apr 2022 04:02 |
| Last Modified: | 19 Apr 2022 04:02 |
| URI: | http://repository.unik-kediri.ac.id/id/eprint/347 |
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