Analisis Pengaruh Saluran Distribusi terhadap Citra Merek Yakult di Bekasi

Malau, Jevon Lucius Asher (2023) Analisis Pengaruh Saluran Distribusi terhadap Citra Merek Yakult di Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study was to determine the influence of the distribution channel on Yakult's brand image in Bekasi. The population in this study are people who consume Yakult in Bekasi. The sample in this study was 43 respondents. The analysis used in this research is multiple regression analysis. The results of this study indicate that: (1) there is a positive and significant effect of the distribution channel variable on Yakult's brand image in Bekasi. The results of the Coefficient of Determination test with SPSS version 26, the R Square value is 0.676 which means that the distribution channel is 67.6% in influencing brand image and the remaining 32.4% is influenced by other variables outside this study.

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