Pengaruh Brand Image, Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Buku di Toko Gramedia Kota Surakarta

Wardana, Arya Dwi and , Ihwan Susila S.E., M.Si., Ph.D. (2021) Pengaruh Brand Image, Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Buku di Toko Gramedia Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, price, service quality on purchasing decisions. In this study using a sample of 100 respondents from the city of Surakarta. The sample selection method used purposive sampling and the data used were primary data in the form of a questionnaire. The data analysis method used is multiple linear regression analysis using several variables, namely brand image, price, service quality and purchasing decisions. The results showed that brand image had a significant positive effect on purchasing decisions with the results of the t test with a significance value of 0.022 less than 0.05, price having a significant negative effect on purchasing decisions with the t test results with a significance value of 0.025 less than 0.05, and service quality having a positive effect. significant on purchasing decisions with t test results with a significance value of 0.000 less than 0.05. R Square value of 0.440 indicates that brand image (X1), price (X2) service quality (X3) is able to explain variations in changes in purchasing decision variables (Y) by 44% while the remaining 56% is explained by other variables outside the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Image, Harga, Kualitas Pelayanan, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARYA DWI WARDANA
Date Deposited:	20 Aug 2021 00:18
Last Modified:	20 Aug 2021 00:18
URI:	http://eprints.ums.ac.id/id/eprint/93506

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