Pengaruh Produk Variety, Brand Image, Citarasa, Terhadap Keputusan Pembelian Mc’ Donalds (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Unisma Malang)

Bahris Syamsi, Abdul Kodir Djaelani, Arini Fitria Mustapita

Abstract


Abstract

 

The purpose of this study is to determine the influence of variety products, brand image and taste on purchasing decisions. Using a sample of students of the Faculty of Economics and Business, Unisma Malang, this research is in November 2022 – January 2023. The results of this study showed that overall respondents chose strongly agreeing that Variety and Flavor Products had a significant influence on purchasing decisions on Mc'donalds. In addition to the Variety and Taste Product variables, the Brand Image variable has a low value so it does not significantly affect the purchasing decision of Mc'donalds.

 

Keywords: Variety Product, Brand Image And Taste Of Purchasing Decisions

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