PENGARUH HARGA, CITRA MEREK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI TOKO BUKU GRAMEDIA SURABAYA EXPO
The purpose of this study was to determine the effect of Price, Brand Image, Word of Mouth, Purchase Decision in Gramedia Book Store. The approach of this research is quantitative with comparative causal methods. The data collection technique with a questionnaire and the sample technique used was non-random sampling and accidental sampling with a total of 100 respondents. The data from the questionnaire research were processed using SPSS 16 and the statistical model used was multiple linear regression. The results of the F test indicate that the independent variables consisting of price, brand image, and word of mouth simultaneously have a significant effect on the dependent variable, namely the purchasing decision. Based on the results of the t test show that the price variable has a dominant influence on purchasing decisions.
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