Pengaruh Promosi, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Toko JavasCloth Mojolaban Sukoharjo)

Setyowati, Dian and , Prof. Dr. H.M. Wahyudin, M.S (2018) Pengaruh Promosi, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Toko JavasCloth Mojolaban Sukoharjo). Skripsi thesis, Univeritas Muhammadiyah Surakarta.

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Abstract

The current level of business competition in the field of fashion is very dynamic and competitive, so manufacturers need to try harder to grab the interest of consumers to buy clothing products it produces. Applying the right marketing strategy becomes very important in order to influence consumers to make a buying decision.Purpose of this reseatch to knows how the effect of promotion, product quality and and brand image on purchase decision. The population in this study is JavasCloth consumers in Sukoharjo. Sampling technique used accidental sampling with sample 100 respondents. Methods of data collection used questionnaires. The analysis used in this research is test instrument of research, test of classical assumption, multiple linear regression analysis test, t test, F test and coefficient of determination (R2). The results obtained from this study have several findings. Promotion has a positive and significant effect on purchase decision. Product quality has a positif and significant effect on purchase decision. Brand image has positive and significant effect on purchase decision, and simultaneously promotion, product quality and brand image has significantly effect on purchase decision with contribution given (Adjusted R2) equal to 65,1% and the rest explained by other variable.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Promotion, Product Quality, Brand Image, Purchase Decision.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DIAN SETYOWATI
Date Deposited:	11 Aug 2018 06:18
Last Modified:	11 Aug 2018 06:18
URI:	http://eprints.ums.ac.id/id/eprint/65998

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