Pengaruh Citra Merek dan Green Product Terhadap Keputusan Pembelian Sepeda Listrik Pada Toko Gemar Sepeda Di Kota Palu Wahyu Aditya Prateka, Umar Syarifuddin
Pendidikan
Abstract
This research aims to determine and analyze the influence of Brand Image and Green Products on Purchasing Decisions for electric bicycles at Toko Gemar Sepeda Di Kota Palu. The type of research used is causal descriptive. The population in this study are consumers who use electric bicycles in Palu City. The sampling technique uses purposive sampling, which means a technique for determining samples with certain considerations, with a sample size of 60 respondents. The data collection technique used was a questionnaire. The analytical tool used is multiple linear regression analysis. The results of this research show that the influence of brand image and green product simultaneously has a significant influence on the decision to purchase an electric bicycle at a Toko Gemar Sepeda Di Kota Palu. Partial results show that Brand Image does not have a positive and significant effect on the decision to purchase an electric bicycle at a bicycle-loving shop in Palu City, while Green Product has a positive and significant effect on the decision to purchase an electric bicycle at a Toko Gemar Sepeda Di Kota Palu.
Keywords: Brand Image, Green Products and Purchasing Decisions
