Pengaruh Kemitraan Merek dan Harga terhadap Keputusan Pembelian Produk Mcdonald’s X Newjeans Meal

Penulis

  • Putri Novianti Prodi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana
  • Iwan Kurniawan Subagja Prodi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana

DOI:

https://doi.org/10.35137/jei.v25i2.506

Kata Kunci:

Co – branding, price, purchasing decisions

Abstrak

This research was conducted to determine the effect of co-branding and price on purchasing decisions for McDonald's X NewJeans Meal products (Case Study: McDonald's Jatiwaringin). The sample in the research was McDonald's Jatiwaringin customers. The data analysis method used in this research is multiple linear regression. Based on the results of data analysis and analysis, it can be obtained that the co-branding partially has a positive and significant effect on purchasing decisions. The price partially has a positive and significant effect on purchasing decisions.

Unduhan

Data unduhan belum tersedia.

Unduhan

Diterbitkan

2024-08-22

Cara Mengutip

Putri Novianti, & Kurniawan Subagja, I. (2024). Pengaruh Kemitraan Merek dan Harga terhadap Keputusan Pembelian Produk Mcdonald’s X Newjeans Meal. Jurnal Ekonomi Dan Industri, 25(2), 131–143. https://doi.org/10.35137/jei.v25i2.506

Terbitan

Vol 25 No 2 (2024): Jurnal Ekonomi dan Industri

Bagian

article

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