Pengaruh Citra Merek Produk Unilever Food Solutions Terhadap Minat Beli Konsumen
Abstract
This research aims to determine the influence of brand image on buying interest in Unilever Food Solutions products among Yogya Department Store consumers in the city of Bandung. The population used is Yogya Bandung department store consumers from 3 shops that are frequently visited by consumers, namely Yogya Sunda, Griya Pasteur and Griya Antapani. This research uses a research method, namely a quantitative method and uses sampling techniques probability sampling. The data collection method in this research is a questionnaire and the sample used in this research was 99 respondents. Then the data obtained was analyzed using regression analysis. The results of this research show that Brand Image has a positive and significant effect on interest in purchasing Unilever Food Solutions products.
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References
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