Book Tax Differences, Arus Kasoperasi, Volatilitas Penjualan, Tingkat Hutang Dan Ukuran Perusahaan Terhadap Persistensi Laba

Abstract

Kondisi faktual berdasarkan pengamatan di lokasi penelitian, menemukan Brand Image ikan asin di kelurahan kota karang ada nya pengaruh terhadap keputusan pembelian, baik dalam brand yang mulai mengalami citra negatif karena temuan cacing karena lama penyimpanan dan kesan negatif di era covid-19 untuk keputusan pembelian, Tujuan Penelitian ini adalah mengetahui ada tidak nya suatu brand image terhadap keputusan pembelian, Hipotesis yang di ajukan adalah adanya pengaruh brand image ikan asin terhadap keputusan pembelian di era covid-19 di bandar lampung. Pada penelitian ini berjumlah 40 orang. Metode analisis dalam penelitian ini yang di gunakan adalah pendekatan kuantitatif yaitu metode analisis dengan regresi linier sederhana, dan dalam prosesnya menggunakan alat bantu statistik untuk kemudian ditarik kesimpulan atas data tersebut, dimana data tersebut di sajikan dalam bentuk tabel. Pengolahan data penelitian ini menggunakan alat bantu statistik SPSS, Meliputi perhitungan uji Validitas, uji Reabilitas, uji Regresi Linier Sederhana, uji t, uji Koefisien Determinasi R². Hasil penelitian ini berdasarkan penelitian dalam uji t : Y = 35,749 + -0,038 berdasarkan uji t di dapat nilai t hitung -0,159, sehingga dapat di simpulkan ada pengaruh antara variabel brand image (X) terhadap keputusan pembelian (Y) di terima. Jadi variabel brand image (X) ada pengaruh terhadap variabel keputusan pembelian (Y) tapi menuju ke negatif. Kata kunci: Kualitas, Kehidupan Kerja, Komitmen OrganisasiAbstrak. The factual conditions based on observations at the research site, found that the brand image of salted fish in the urban village of Karang had an influence on purchasing decisions, both in brands that began to experience a negative image due to worm findings due to storage time and negative impressions in the covid-19 era for purchasing decisions, The purpose of this study was to determine whether there was a brand image on purchasing decisions. The hypothesis proposed was the influence of salted fish brand image on purchasing decisions in the covid-19 era in Bandar Lampung. In this study, there were 40 people who were taken 15% from the urban village community, Karangan village consisting of 21 RT. The analytical method used in this study was a quantitative approach, namely the analysis method with simple linear regression, and in the process using statistical tools for later analysis. conclusions are drawn from the data, where the data is presented in tabular form. The data processing of this research uses SPSS statistical tools, including the calculation of the validity test, reliability test, simple linear regression test, t test, R² determination coefficient test. The results of this study are based on research in the t test: Y = 35,749 + -0,038 based on the t test, the t value can be calculated -0,159. Which states that there is an influence between the brand image variable (X) on purchasing decisions (Y) is accepted. So the brand image variable (X) has an influence on the purchasing decision variable (Y) but goes to negative.