Pengaruh Brand Image Tagline Dan Online Consumer Review Terhadap Purchase Decision Pada Produk Franchise Kue Balok Parikesit Cab. Mojokerto

Abstract

This study is to decide the impact of Brand Image, Tagline, and Online Consumer Review on Purchase Decision on the Blok Parikesit cake franchise product, Mojokerto Branch. This type of research uses a quantitative approach. Purposive sampling is a the procedure decides with special reflection according to the ideal rules to have the option to decide the number of tests to be examined , using a questionnaire. The sample amounted to 100 consumer respondents who had purchased the Mojokerto branch of the parikesit block cake franchise product. The data This study is tData assortment strategies utilizing a questionnaireo decide based on the results of validity and Reliability.and uses multiple linear regression analysis variable Brand Image(X1) has apositive andsignificant effect on thePurchase Decision variable (Y) with a significance value of0.003 < 0.05.The Tagline’ variable (X2) has’no positive and significant effect on the variable Purchase Decision(Y with a significance value of 0.932 > 0.05.The Online consumer review variable has a positive and significant effect onthe Purchase Decision (Y) variable with a significance value of 0.000 >0.05.where the significance is smaller than 0.05.But on test Fthat the significance value is 0.000 then it is smaller than 0.05. then it can be concluded that together the variables Brand Image (X1), variable Tagline(X2), and Online Consumer Review(X3)affect the variable Purchase decision(Y).