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Pengaruh Citra Merek Terhadap Keputusan Pembelian Pupuk Pada Toko Pertanian Bumi Lestari Agro Di Kota Tengah Rokan Hulu (Studi Pada Pupuk Merek Granular Mahkota)

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The purpose of this study was to determine and analyze the influence of brand image on fertilizer purchasing decisions at the Bumi Lestari Agro Farm Store in Rokan Hulu Central City (Study on the Granular Mahkota Fertilizer Brand). This research was conducted with a quantitative descriptive method using primary data and secondary data obtained through interviews and research questionnaires. Respondents taken were 100 consumers. From the research results, it is concluded that descriptively it is known that the brand image variable in the category strongly agrees. Thus, because of the superiority of the brand, many people began to seek information about the product of this fertilizer buyer and decided to use it. Purchase decision variables in the category strongly agree. Thus, it can be concluded that many people decide to use this product because of the well-known brand and adapted to the quality provided. From the results of the t test, it is known that brand image has an effect on consumer purchasing decision variables. Buyers of fertilizers at the Bumi Lestari Agro Farm Store in the Central City of Rokan Hulu.

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Detail Information

Call Number

Manajemen 658.87 Mai p

Language

Indonesia

NPM

175210354

Publisher

Manajemen : Universitas Islam Riau., 2022

Keyword(s)

Toko

Other Information

Petugas

Luthfi Pratama

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