Pengaruh Citra Perusahaan dan Keragaman Produk Terhadap Perluasan Pembelian
Keywords:
Corporate Image, Product Diversity, Extension Of PurchasesAbstract
This study intends to analyze the effect of corporate image and product diversity on consumer purchase extensions. The survey is a research method and the data is collected by means of a questionnaire. The 100 respondents who were selected as samples were taken by purposive technique and carried out in the city of Surabaya. They are consumers of one of the fast-food franchises. The SPSS program will support techniques for analyzing the data based on multiple linear regression analysis. The results showed that corporate image and product diversity have a positive and significant effect on consumer purchasing extension. The implication of this research is that corporate image and product diversity can be important factors for companies in increasing consumer purchasing expansion. Therefore, companies must pay attention to corporate image and product diversity in developing the right marketing strategy to attract consumer interest and increase product sales
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