Pengaruh Iklan dan Citra Merek Terhadap Perilaku Pembelian Konsumen Pada Hotel Syariah (Studi Kasus di Padangpanjang)
Abstract
Tujuan penelitian ini adalah untuk mengetahui 1) Pengaruh iklan terhadap perilaku pembelian konsumen pada Hotel Syariah di Padangpanjang, 2) Pengaruh citra merek terhadap perilaku pembelian konsumen pada Hotel Syariah di Padangpanjang. Penelitian ini menggunakan jenis penelitian explanatory yaitu penelitian yang digunakan untuk mengetahui ada atau tidaknya pengaruh suatu variabel dalam situasi tertentu. Populasi dalam penelitian ini individu yang pernah menginap di Hotel Syariah yang ada di Padangpanjang. Teknik pengambilan sampel adalah purposive sampling. Ukuran sampel yang akan dipakai dalam penelitian ini adalah 100 responden. Hasil penelitian ini menunjukkan iklan berpengaruh positif terhadap perilaku pembelian konsumen pada Hotel Syariah Di Padangpanjang. Citra merek berpengaruh positif terhadap terhadap perilaku pembelian konsumen pada Hotel Syariah di Padangpanjang
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DOI: http://dx.doi.org/10.26887/jtsti.v2i1.3737
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