Etika, Avrina Chalidazia Additional Author mixed material bibliography Jakarta Sekolah Tinggi Ilmu Manajemen dan Ilmu Komputer ESQ 2023 id Indonesia

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xvi, 81 hlm.: il.: tab.; 30 cm The development of the culinary business in Indonesia is currently quite rapid, this is marked by the many new innovations in every culinary product offered. There are many ways that can be done by the culinary business so that customers can buy a product repeatedly, including by paying attention to product quality factors, advertising or promotional factors used to increase consumer satisfaction with the products offered, such as by paying attention to product quality factors, service advertisements or promotions offered or even the name of the brand or brand owner. The object of this research is the product of the Kemang branch of Bebek Carok which is owned by a branding agent in the eyes of the public. This study aims to determine the effect of a Personal Branding, Digital Marketing Content, and product quality on purchase decisions in the Kemang branch of Bebek carok products. Data analysis used in this research is primary and secondary data. This study used a quantitative method by distributing questionnaires using purposive sampling and using the Slovin formula and obtained n samples of 100 respondents from customers who had bought Bebek Carok products or visitors to the Kemang branch of Bebek Carok outlets. The results of the research methodology used the analytical methods of validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, F test, T test, and coefficient of determination test. And the results of the study show that the personal branding variable has a positive and significant influence on Purchase Decision digital marketing content does not have much influence on Purchase Decision, and product quality has a positive and significant influence on Purchase Decision in the case study of the Bebek Carok product, Kemang branch. Manajemen 658.83 Perpustakaan Universitas Ary Ginanjar 658.83 ETI e S23046 My Library (Koleksi Skripsi) 658.83 ETI e 7807 2024-01-16 10:47:19 2024-01-16 10:53:03 machine generated