TABLE OF CONTENTS

TABLE OF CONTENTS

TITLE....................................................................................................................... i

ORIGINALITY STATEMENT AND PUBLICATIONS..................................... ii

VALIDITY SHEET............................................................................................... iii

ABSTRACTION.................................................................................................... iv

FOREWORD.......................................................................................................... v

TABLE OF CONTENTS...................................................................................... vii

LIST OF FIGURES............................................................................................... xi

LIST OF TABLES................................................................................................ xii

CHAPTER I INTRODUCTION......................................................................... 1

1.1     Background...................................................................................... 1

1.2     Formulation of the Problem............................................................. 2

1.3     Scope of Problem............................................................................. 2

1.4     Research Purposes............................................................................ 3

1.5     Benefits of Research........................................................................ 3

1.6     Research Methods............................................................................ 4

1.6.1        Object of Research............................................................... 4

1.6.2        Data Used............................................................................. 4

1.6.3        Method of Collecting Data.................................................. 4

1.6.4        Hypothesis............................................................................ 4

1.6.5        Analysis Tools...................................................................... 5

CHAPTER II BASIS THEORY.......................................................................... 6

2.1     Marketing.................................................................................. ....... 6

2.1.1        Definition of Marketing....................................................... 6

2.1.2        Marketing Concepts...................................................... ....... 7

2.1.3        Destination of Marketing..................................................... 7

2.2     Price.................................................................................................. 7

2.2.1        Definition of Price................................................................ 7

2.2.2        Price Fixing........................................................................... 8

2.2.3        Interest Pricing..................................................................... 8

2.2.4        Factors Affecting Pricing..............................................      10

2.3     Brand.............................................................................................. 12

2.4     Brand Image .................................................................................. 14

2.4.1        Definition of Brand Image................................................. 14

2.4.2        Factors Shaping of Brand................................................... 16

2.4.3        Benefits Brand Image........................................................ 17

2.5     Buying Decision............................................................................. 17

2.6     Factors that Influence Purchasing Decisions................................. 19

2.7     Buying Decision Against Price Relationship................................. 21

2.8     Relations Brand Image Toward Purchase Decision....................... 22

2.9     Research Accomplished............................................................ ..... 22

CHAPTER III RESEARCH METHODOLOGY............................................ 24

3.1     Object of Research......................................................................... 24

3.2     Variables Used............................................................................... 24

3.2.1        Data.................................................................................... 24

3.2.2        Variable.............................................................................. 24

3.3     Methods of Data Collection and Data Analysis Techniques......... 25

3.3.1        Literature Review............................................................... 25

3.3.2        Field Study......................................................................... 25

3.3.3        Data Analysis Technique.................................................... 25

3.4     Population and Sample................................................................... 25

3.4.1        Population........................................................................... 25

3.4.2        Sample................................................................................ 26

3.5     Analysis Tools Used....................................................................... 26

3.5.1        Validity Test....................................................................... 26

3.5.2        Reliability Test.................................................................... 27

3.5.3        Multiple Linear Regression Analysis.................................. 28

3.5.4        T test ( partial Significance)................................................ 29

3.5.5        F Test ( Significance Simultaneous)................................... 29

CHAPTER IV DISCUSSION............................................................................ 30

4.1     Research Object Data And Profile................................................. 30

4.1.1        Gender................................................................................ 30

4.1.2        Age..................................................................................... 30

4.2     Results and Analysis Test.............................................................. 31

4.2.1        Normality test..................................................................... 31

4.2.2        Validity test........................................................................ 32

4.2.3        Reliability Test.................................................................... 33

4.2.4        Multiple Linear Regression Test......................................... 34

4.2.5        Correlation.......................................................................... 35

4.2.6        Determination test.............................................................. 36

4.2.7        T Test.................................................................................. 36

4.2.8        F Test.................................................................................. 37

4.3  Summary of Results....................................................................... 39

CHAPTER V CLOSING.................................................................................... 42

5.1     Conclusion...................................................................................... 42

5.2     Suggestion...................................................................................... 42

BIBLIOGRAPHY..........................................................................................      43

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