The Influence Of Marketing And Brand Of Bandung Tofu Nr (Nuri) On Purchase Decisions In Sadarkarya Village
Keywords:
Purchase Decision, Brand Influence, Marketing Influence
Abstract
This research is a field research with a quantitative approach. Data collection techniques were carried out through questionnaires and Google Forms, while data analysis used quantitative methods that include data reduction, presentation, and drawing conclusions. Data were analyzed using multiple linear regression with the help of the SPSS version 20 application based on 97 respondents. The results showed that the independent variables, namely marketing influence and brand influence, simultaneously influenced purchasing decisions by 94.5%, while the remaining 5.5% were influenced by other variables. Hypothesis testing showed that marketing influence (X1) had a significance value of 0.000 <0.005, while the t-test results showed sig. 0.028 <0.05. In addition, the F test showed that the calculated F value of 804.422 was greater than the F table of 2.061, so it can be concluded that the variables of marketing influence and brand influence simultaneously had a significant effect on purchasing decisions (Y), and the third hypothesis (H3) was accepted.References
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Davidson, H. (1998). The Committed Enterprise: How to Make Vision and Values Work. Oxford: Butterworth-Heinemann.
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Haque-Fawzi, M. G., Iskandar, A. S., Erlangga, H., & Sunarsi, D. (2022). Strategi Pemasaran Konsep, Teori dan Implementasi. Pascal Books.
Indriantoro, N., & Supomo, B. (2002). Metodologi Penelitian Bisnis untuk Akuntansi & Manajemen. Yogyakarta: BPFE.
Kotler, P., & Armstrong, G. (2004). Principles of Marketing. Upper Saddle River, NJ: Pearson Prentice Hall.
Kotler, P., & Armstrong, G. (2008). Manajemen Pemasaran. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Limakrisna, N., & Purba, H. H. (2017). Pemasaran Strategik: Perencanaan dan Implementasi. Jakarta: Mitra Wacana Media.
Nurjaya, N., et al. (2022). Pengaruh Promosi dan Store Atmosphere Terhadap Kepuasan Konsumen pada Pigeonhole Coffee di Bintaro Tangerang Selatan. Jurnal Tadbir Peradaban, 2(2), 147-153.
Sanusi, A. (2015). Metodologi Penelitian Bisnis. Jakarta: Salemba Empat.
Sekaran, U. (2006). Research Methods for Business: A Skill-Building Approach (4th ed.). New York: John Wiley & Sons.
Sugiyono. (2010). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2017). Metode Penelitian Bisnis. Bandung: Alfabeta.
Swastha, B. (1998). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi.
Tjiptono, F., & Diana, A. (2020). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi.
Umar, H. (2008). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: Rajawali Pers.
Published
2024-10-30
How to Cite
Fahrozi, R., Gamiarci, C., & Permasih, D. (2024). The Influence Of Marketing And Brand Of Bandung Tofu Nr (Nuri) On Purchase Decisions In Sadarkarya Village. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 2(2), 62-68. https://doi.org/10.56457/kompartemen.v2i2.716
Section
Articles
Copyright (c) 2024 Ridwan Fahrozi, Cici Gamiarci, Desty Permasih
This work is licensed under a Creative Commons Attribution 4.0 International License.
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