Brand Image Analysis of Purchasing Decisions at Bebek H. Slamet Restaurant, Ciledug Branch
Abstract
This study aims to determine how much influence the brand image of Bebek H. Slamet Ciledug branch on consumer decisions to buy. The variables involved in this study consist of user image, company image, brand image and purchase decision. The research method used is qualitative. Data collection techniques from interviews and documentation. The research found that the brand image which consists of the company image, user image, and product ideals simultaneously has a significant influence on purchasing decisions.
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