Email this article Pengaruh harga, promosi dan citra merek terhadap keputusan pembelian
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh harga, promosi dan citra merek terhadap keputusan pembelian pada toko buku Gramedia (studi pada konsumen toko buku Gramedia di Mall Lembuswana Samarinda). Penelitian ini merupakan penelitian dengan pendekatan kualitatif. Populasi pada penelitian ini adalah konsumen toko buku Gramedia di Mall Lembuswana Samarinda dengan penentuan sampel menggunakan metode purposive sampling dengan jumlah responden sebanyak 100 orang. Teknik analisis dalam penelitian ini menggunakan metode regresi linear berganda dengan menggunakan software IBM SPSS 25. Hasil penelitian ini menunjukan bahwa harga (X1), promosi (X2), dan citra merek (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y) pada Toko Buku Gramedia baik secara parsial maupun simultan.
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DOI: https://doi.org/10.29264/jimm.v6i2.9777
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