{"data":{"id":4783,"url":"https:\/\/repo.xbbh.net\/items\/4783","status":"published","type":"thesis","title":"PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN AME RAINCOAT","title_alt":null,"abstract":"Pada saat ini perkembangan bisnis dalam bidang fashion di Indonesia semakin terus berkembang. Terutama di kota Bandung yang terkenal sebagai kota fashion dan surga belanja. Ame Raincoat adalah merek lokal dari Bandung, Indonesia yang berfokus pada pengembangan produk-produk esensial hujan dengan nilai-nilai gaya hidup.\nPenelitian ini dilakukan untuk mengetahui tanggapan konsumen\/pelanggan mengenai citra merek, promosi, dan keputusan pembelian pada perusahaan AME RAINCOAT serta menganalisa seberapa besar pengaruh citra merek dan promosi terhadap keputusan pembelian pada perusahaan AME RAINCOAT. Objek penelitian dalam penelitian ini merupakan pada perusahaan AME RAINCOAT.\nPenelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan deskriptif dan asosiatif yaitu penelitian yang memiliki tujuan untuk mengetahui pengaruh antara dua variabel atau lebih, dengan riset kuantitatif yang bentuk deskripsinya menggunakan angka atau numberik (statistik). Jumlah sampel yang didapat dari perhitungan menggunakan rumus solvin adalah 90,9 dan dibulatkan menjadi 91 sampel.Hasilnya diketahui bahwa terdapat pengaruh antara variabel citra merek terhadap variabel keputusan pembelian secara parsial, terdapat pengaruh antara variabel promosi terhadap variabel keputusan pembelian secara parsial, juga diketahui bahwa variabel citra merek dan promosi mempunyai pengaruh signifikan secara simultn terhadap variabel keputusan pembelian.\nKata kunci: Citra Merek, Promosi dan Keputusan Pembelian","abstract_alt":null,"creators":[{"role":"author","family_name":"Lestari","given_name":"Ayu","orcid":null,"national_id":"1111181159"},{"role":"advisor","family_name":"Sukardi","given_name":"Hadi Amad","orcid":null,"national_id":"0402098501"}],"year":2022,"date_issued":"2022-04-19","publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"UNIVERSITAS SANGGA BUANA YPKP","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Citra Merek","Promosi dan Keputusan Pembelian"],"language":"id","subjects":[],"divisions":[{"code":"61201","name":"S1 Manajemen","pddikti_code":"61201"}],"citation":"Lestari, Ayu (2022) PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN AME RAINCOAT. UNIVERSITAS SANGGA BUANA YPKP.","documents":[{"name":"1._cover.pdf","section":"cover","mime_type":"application\/pdf","size":1070181,"sha256":"4d96eb8813fb7084cd9d6598b91d0902ffe2dde23c9bee5c69a5ea1692e1605f","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/4783\/files\/9353\/1._cover.pdf"},{"name":"2._lembar_pengesahan.pdf","section":"front_matter","mime_type":"application\/pdf","size":459636,"sha256":"f0bc414fa9848adbf767f936a49a19268cd81784af21487c00791300d572c4e2","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/4783\/files\/9354\/2._lembar_pengesahan.pdf"},{"name":"3._lembar_pernyataan.pdf","section":"front_matter","mime_type":"application\/pdf","size":426676,"sha256":"84f878b52808141e33b6c24fca8a6f08bb1105bc75d82e8018a5ae23481552dc","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/4783\/files\/9355\/3._lembar_pernyataan.pdf"},{"name":"5._abstrak.pdf","section":"abstract","mime_type":"application\/pdf","size":1049004,"sha256":"8c913bab2a4423c1e3a6002c152c2ea2012d0e2be95fe2989efaf41216b1a585","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/4783\/files\/9356\/5._abstrak.pdf"},{"name":"7._bab_i.pdf","section":"chapter_1","mime_type":"application\/pdf","size":1049090,"sha256":"8ccf5dc6b63d9377950196c5a55ca938aff429f60fe5975b6e9574775b073177","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/4783\/files\/9357\/7._bab_i.pdf"},{"name":"12._daftar_pustaka.pdf","section":"bibliography","mime_type":"application\/pdf","size":1049005,"sha256":"fa0de0c97296953b737b12ee92c0a96d2d3e399eea6f4bbb139c0a14e804f901","access":"public","embargo_until":null,"license":"cc0","url":"https:\/\/repo.xbbh.net\/items\/4783\/files\/9358\/12._daftar_pustaka.pdf"}],"published_at":"2024-11-25T04:24:18+00:00","updated_at":"2026-10-31T07:02:25+00:00"}}