Pengaruh Merek Terhadap Keputusan Pembelian Sabun Mandi

nendi juhandi, se. mm.; bambang sumaryanto, drs, mm.;

Tier One Program Thesis, Department of Management, Faculty of Economics,
University of Muhammadiyah Prof.. DR. HAMKA Jakarta 2012. .
Keywords: Brand, Purchase Decision
This study aims to determine how much influence the brand on purchase
decisions Lux Soap Liquid Tengoku sushi restaurant employees in radio and
handball.
The variables studied are "brand effect" as the independent variable
(independent) and related variables (dependent) is buying decision lux shower gel on
the radio employees and handball. Data obtained by through distributing
questionnaires to every customer that uses liquid soap lux at Tengoku sushi restaurant
employees in radio and handball.
Calculation results show evidence that after computed using SPSS 16 for
windows, it turns out there is a very significant influence b = 0.000 <0.05 means that
Hi Ho is rejected or accepted significant effect f the influence purchasing decisions
Brands with liquid soap lux at sushi restaurant Tengoku radio in and handball. This
means that there is a strong influence between the two variables, if the independent
variable (brand influence) the percentage change up or down. So companies have to
maintain brand image (brand) because the brand is a name, term, and a sign that has a
purpose to identify the goods / services of competitors. Brands are valuable intangible
asset and must be managed properly. If the company fails to maintain the brand
image of the company will incur a loss, therefore the company should maintain the
brand.