PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MENJADI SANTRI DI MADRASAH TSANAWIYAH NURUL IMAN KOTA JAMBI

AMALIA, 1900861201006 (2023) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MENJADI SANTRI DI MADRASAH TSANAWIYAH NURUL IMAN KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

ABSTRACT AMALIA / 1900861201006/ The Influence of Brand image on the Purchase Decision to Become a Santri at Madrasah Tsanawiyah Nurul Iman Jambi City/ 1st ADVISOR/Hj. Susilawati, SE, M.SI/ 2nd ADVISOR Riko Mappadeceng, SE, MM. The problem of this research is the effect of brand image on the purchasing decision of students at Madrasah Tsanawiyah Nurul Iiman Jambi City. The decision of a santri in this case as a consumer of an educational institution is influenced by several factors such as brand image and purchasing decisions. Brand image means that an institution has values that are described by the general public. Consumers who have a better perception of a brand will have a greater purchase decision. On the other hand, the purchase decision given to consumers also contributes to the perception of a brand. This study aims to determine the effect of brand image on purchasing decisions. This study used a quantitative type with locations at Madrasah Tsanawiyah Nurul Iman Jambi City with a total sample of 74 with a quota sampling technique. The research instrument is a questionnaire/questionnaire. the purchase decision given to consumers variables show a t-count value greater than ttable (1,664 and 3,347) or sig > a (0.000 <0.05) thus H0 is rejected and H1 is accepted, meaning that there is a significant positive effect between the purchase decision given to consumers in Madrasah Tsanawiyah Nurul Iman Jambi City The results of the study found that brand image (X) has a positive influence on consumer decisions (Y), this is indicated by an average score of 323.6. From the results of the t test, it shows that brand image has a positive and significant effect with a probability value of 0.0001 <0.005. Keywords: Brand image, Purchase Decision, MTs Nurul Iman

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