PENGARUH CITRA MEREK DAN PERLUASAN MEREK TERHADAPKEPUTUSAN PEMBELIAN KOPIKO WHITE COFFE
Abstract: The
aims of this
research are to
analyze and discuss
the effect of brand
image and brand
extention of Kopiko
on customers purchase decission
product Kopiko White
Coffee . The
type of this research
is quantitative. The
sampling technique that
used was purposive sampling
with sample size
of 220 respondents.
Data analysis techniques that
used are validity
test, reliability test
and multiple linear regression analysis using PASW Statistics 18
software. Result of the research shows that there are linear relationship
between independent variable and dependent variable, it means that citra merek and brand
extention of Kopiko
has positive effect
on customers purchase decission
on product Kopiko
White Coffee (study
on Economic Faculty State
University of Surabaya)
that is proven
by positive sign at the regression formula.
Penulis: OSSYA ERRIKAYASA
ERVANDO, MONIKA TIARAWATI
Kode Jurnal: jpmanajemendd141031
