Pengaruh Brand image dan Variasi Produk terhadap Keputusan Pembelian
Abstract
This study aims to determine the effect of brand image and product variations on purchasing decisions at the Ganesha Jaya Incense Shop in Tabanan. The population in this study were all consumers at the Ganesha Jaya Incense Shop in Tabanan who bought fragrant incense in 2019 totaling 205 people. The number of samples taken as many as 68 consumers, with the accidental sampling method. Data were analyzed by multiple linear regression analysis. The results of the analysis show that brand image has a positive and significant effect on purchasing decisions, product variations have a positive and significant effect on purchasing decisions, and brand image and product variations simultaneously have a positive and significant effect on purchasing decisions at the Ganesha Jaya incense shop in Tabanan.
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