Pengaruh Persepsi Harga, Kualitas Produk & Brand Image terhadap Minat Pembelian Produk di Metro Kampus UMS pada Konsumen Mahasiswa UMS

Haikal, Rasif and , Roehman Hadi Mustofa, S.Pd., M.Pd (2023) Pengaruh Persepsi Harga, Kualitas Produk & Brand Image terhadap Minat Pembelian Produk di Metro Kampus UMS pada Konsumen Mahasiswa UMS. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Background: Purchase intention was a desire that arises from within the consumer towards a product as a result of a process of observing and learning the consumer or individual towards a product. Many factors influence purchase intention such as perceived price, product quality and brand image. The purpose of this research is to find out and analyze the effect of price perceptions, product quality perceptions, & brand image on product purchase intention at the UMS metro campus on UMS student consumers and the variables that dominantly influence purchase intention. The total population and sample of this study were 102 consumers of UMS Campus Metro consumers. The data collection technique was carried out by distributing questionnaires to all UMS student consumer respondents who bought products at the UMS metro campus which had been tested for validity and reliability. The analysis technique used is multiple linear regression analysis. The results of this study indicate that simultaneously on the variable perceived price (X1), perceived product quality (X2), and brand image (X3) have a dominant influence on purchase intention variable (Y) at the UMS campus metro store with a value of 30.983 and a large the contribution value of all independent variables is 47.1% while the rest is explained by other variables.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Price Perception, Product Quality, Brand Image, Purchase Intention
Subjects:	L Education > L Education (General) L Education > LB Theory and practice of education > LB4300 College Education L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	RASIF HAIKAL
Date Deposited:	28 Oct 2023 02:11
Last Modified:	28 Oct 2023 02:11
URI:	http://eprints.ums.ac.id/id/eprint/117594

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