Analisis Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Specs (Studi Kasus Pada Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

Yulistiyo, Adhek and , Drs. Kusdiyanto, S.E., M.Si. (2018) Analisis Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Specs (Studi Kasus Pada Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Purchasing decisions can be influenced by many factors including brand image and product quality. The object of this research is students of Muhammadiyah University of Surakarta Users Specs shoes. The purpose of this study is to determine the effect of brand image and product quality on the purchase decision of Specs shoes. The population in this study is all students of Faculty of Economics and Business Universitas Muhammadiyah Surakarta. The sample in this research is 50 respondents. Methods of data collection using snowball sampling. Data analysis techniques use multiple linear regression. From result of research got variable of brand image and product quality partially have significant effect to purchasing decision of specs shoes. Independent variables consisting of brand image and product quality together (simultaneously) have a significant effect on purchasing decision variable. 65.4% of purchasing decision variables can be explained by the brand image and product quality.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Purchase Decision, Brand Image, Product Quality.
Subjects:	H Social Sciences > HT Communities. Classes. Races Q Science > Q Science (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADHEK YULISTIYO
Date Deposited:	24 Jan 2018 07:19
Last Modified:	24 Jan 2018 07:19
URI:	http://eprints.ums.ac.id/id/eprint/58514

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