Analisis Pengaruh Harga, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Produk Air Minum dalam Kemasan (Studi kasus pada mahasiswa Universitas Muhammadiyah Surakarta)

SoboHarsono, Muhammad Al'Dino and , Dr. Edy Purwo Saputro, SE, M.Si (2018) Analisis Pengaruh Harga, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Produk Air Minum dalam Kemasan (Studi kasus pada mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this research is to know: (1) price influence to purchasing decision of product of AMDK by Student of Muhammadiyah University of Surakarta, (2) influence of product quality to purchasing decision of AMDK product by Student of Muhammadiyah University of Surakarta, (3) influence of brand image to purchasing decision product of AMDK by Student of Muhammadiyah University of Surakarta. The type of research conducted is by descriptive method of analysis. Population in research about this product AMDK is consumer among student of Muhammadiyah University of Surakarta. Sampling technique using purposive sampling with the number of samples as much as 116 respondents. Data collection techniques using questionnaires and data analysis techniques used to answer the hypothesis is multiple regression. The results of this study indicate that: (1) price variables have a positive effect on purchasing decisions of AMDK products (2) variable product quality has no influence on purchasing decisions AMDK products (3) brand image variable has a positive influence on purchasing decisions AMDK products.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	price, product quality, brand image, purchase decision
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD AL'DINO SOBOHARSONO
Date Deposited:	16 Mar 2018 04:03
Last Modified:	16 Mar 2018 04:04
URI:	http://eprints.ums.ac.id/id/eprint/60569

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