creators_name: AYU GUSTI , PADIRA
creators_id: 1951011021
type: other
datestamp: 2023-09-27 03:06:18
lastmod: 2023-09-27 03:06:18
metadata_visibility: show
title: PENGARUH BRAND POSITIONING, CITRA MEREK, HARGA
TERHADAP KEPUTUSAN PEMBELIAN
SALON JHONNY ANDREAN DI BANDAR LAMPUNG
ispublished: pub
subjects: 330
full_text_status: restricted
abstract: Tujuan penelitian ini adalah untuk mengetahui pengaruh Brand Positioning, Citra
Merek, Harga terhadap Keputusan Pembelian Salon Jhonny Andrean di Bandar
Lampung. Populasinya adalah setiap konsumen yang pernah berkunjung ke Salon
Jhonny Andrean Bandar Lampung dan pernah melakukan pembelian di salon
tersebut, dengan menggunakan metode purposive sampling maka sampel
ditetapkan sebanyak 160 orang. Pengumpulan data menggunakan wawancara
dengan bantuan instrumen kuesioner yang sudah melalui uji validitas dan
reliabilitas. Data dianalisis dengan analisis kualitatif dan kuantitatif dengan
menggunakan uji koefisien determinasi, regresi linier berganda dengan bantuan
program SPSS 26.0. Hasil penelitian menunjukkan bahwa variabel Brand
Positioning, Citra Merek, dan Harga berpengaruh secara parsial terhadap
Keputusan Pembelian, selain itu variabel variabel Brand Positioning, Citra Merek,
dan Harga berpengaruh secara simultan terhadap Keputusan Pembelian Salon
Jhonny Andrean Bandar Lampung.
Katakunci : Brand Positioning, Citra Merek, Harga, Keputusan Pembelian, Salon
Jhonny Andrean

The purpose of this study was to determine the effect of Brand Positioning, brand
image, price on purchasing decisions for Jhonny Andrean Salon in Bandar
Lampung. The population is every consumer who has visited the Jhonny Andrean
Salon in Bandar Lampung and has made a purchase at the salon, using the
purposive sampling method, the sample is set at 160 people. Data collection uses
interviews with the help of a questionnaire instrument that has gone through
validity and reliability tests. Data were analyzed by qualitative and quantitative
analysis using the coefficient of determination test, multiple linear regression with
the help of the SPSS 26.0 program. The results showed that the variables Brand
Positioning, brand image, and price had a partial effect on purchasing decisions,
besides that the variables Brand Positioning, brand image, and price had a
simultaneous effect on purchasing decisions for Salon Jhonny Andrean Bandar
Lampung.
Keywords : Brand Positoning, Brand Image, Price, Purchasing decisions, Salon
Jhonny
date: 2023-08-02
date_type: published
publisher: FAKULTAS EKONOMI DAN BISNIS 
place_of_pub: UNIVERSITAS LAMPUNG
citation:   AYU GUSTI , PADIRA  (2023) PENGARUH BRAND POSITIONING, CITRA MEREK, HARGA TERHADAP KEPUTUSAN PEMBELIAN SALON JHONNY ANDREAN DI BANDAR LAMPUNG.  FAKULTAS EKONOMI DAN BISNIS , UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/75886/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/75886/3/SKRIPSI%20FULL.pdf
document_url: http://digilib.unila.ac.id/75886/2/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf