PENGARUH BRAND IMAGE RESTORAN SOLARIA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA BENGKULU

Parulian Panggarbesi, Edwin and Sularsih, Anggarawati (2012) PENGARUH BRAND IMAGE RESTORAN SOLARIA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA BENGKULU. Undergraduated thesis, Fakultas Ekonomi UNIB.

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Abstract

The purpose of this study is to analyze consumer perceived, consumer purchase decision process and influence of brand image to consumer purchase decision of Solaria’s Restaurant. The primary study conducted in Bengkulu city. Data collected using questionnaire. The questionnaires distributed in this study was 150. Samples were collected using purposive sampling. Samples that used in this study are consumer of Solaria’s Restaurant at Mega Mall Bengkulu. Linear Regretion was using to analyzed brand image indication toward customer purchasing decision. Results of this study showed that product image and user image affected to increase purchase decision significantly in Solaria Restaurant.

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