Pengaruh Citra Merek dan Keragaman Produk terhadap Keputusan Pembelian pada Rumah Makan Baso Iqbal Cimahi

Abstract

The purpose of this study was to determine the application of Brand Image at Baso Iqbal Restaurant, to determine the application of Product Assortment by Baso Iqbal Restaurant, to determine purchasing decisions at Baso Iqbal Restaurant and to determine how much influence Brand Image and Product Assortment had on Buying decision. This research was conducted at Baso Iqbal Restaurant in Cimahi City. The research method in this research is the survey method. The type of research in this research is descriptive verification with a quantitative approach. The sampling technique in this study is non-probability incidental sampling. The sample in this study was 100 respondents who visited Baso Iqbal Restaurant. The data collection technique in this research is by using a questionnaire. The data analysis method in this study is Multiple Linear Analysis with the aim of knowing the direction of the relationship between the independent variable (X1) and the independent variable (X2) with the dependent variable (Y). The results of this study state that the brand image variable partially has a significant effect on purchasing decisions and the product diversity variable partially has a significant effect on purchasing decisions. As well as simultaneously the variables of Brand Image and Product Assortment have a significant effect on Purchasing Decisions at Baso Iqbal Restaurant.