Analisis Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Minat Beli Produk Mie Instan Indomie (Studi Kasus Pada Konsumen Mie Instan Indomie Di Surakarta )

Ulfah, Ria Zuhrotul and , Imron Rosyadi, Dr. M.Ag (2018) Analisis Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Minat Beli Produk Mie Instan Indomie (Studi Kasus Pada Konsumen Mie Instan Indomie Di Surakarta ). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of product quality, brand image and price on buying interest in indomie instant noodle products). The results of the study are expected to be taken into consideration by the company in developing product quality, price competition and promotion effectiveness to form purchasing decisions. Methods of collecting data using a questionnaire. This research is quantitative research. The population used in this study were all consumers of indomie instant noodles. The number of samples used in this study were 100 respondents, using Non-probability sampling, while the sampling technique was purposive sampling, in collecting data by distributing questionnaires personally and using the google form. The analysis used in this study is the instrument test, model accuracy test, and hypothesis testing. The results of the study showed adjusted R2 of 0.388 (38,8%) which means that the purchasing decision variable can be explained by product quality, price suitability and promotion intensity, the rest is (61.2%) influenced by other independent variables that are not included in the research indicators. The results of this study indicate that the variables of product quality, brand image, and price have a positive and significant effect directly on buying interest in consumers.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	product quality, price, purchasing decision.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIA ZUHROTUL ULFAH
Date Deposited:	14 Nov 2018 07:39
Last Modified:	14 Nov 2018 07:39
URI:	http://eprints.ums.ac.id/id/eprint/68962

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