PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AQUA (Survei Pada Mahasiswa Universitas Negeri Jakarta)

Abstract

Anisa Putri Kumalasari, 2019; The influence of Brand Image on Aqua's Product Purchase Decisions. (Survey on Student of Universitas Negeri Jakarta). Scientific Paper, Jakarta: DIII Marketing Management Study Program. Faculty of Economics. Universitas Negeri Jakarta. This study aims to: 1) know the description of brand image of Aqua products. 2) know the description of purchase decisions of Aqua products. 3) know whether brand image has a significant influence on purchase decision of Aqua products. In this reseach the data were collected by spreading a questionnaires . The sampling technique was random sampling technique with 190 respondents who knows and has bought Aqua products. The data analysis methods that are used are descriptive statistics analysis and simple linear regression analysis. The author used SPSS program version 25 to process the data resource. From the results of this research it can be seen that the brand image variable influence the purchasing decision. this is indicated by the r square value of 0.387 (38,7%). Keyword: Brand Image, Purchase Decision, Aqu