Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepatu Merek Nike

Sulistiyan, Sando and -, Drs. Ma'ruf, M.M. (2019) Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepatu Merek Nike. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aim to know influence of product quality andbrand image to purchasing decision of shoe brand Nike.This research is a quantitative research with descriptive data analysis, as for data collecting method by propagating questione. The population and sample which used in this research is student ofMuhammadiyah university of Surakarta which is noted still active as student counted 100 respondents with Sampling technique used in this study is random sampling. Hypothesis in this research is tested by using analysis method covering; validity test, reliability test, classical assumption test, doubled linear regression, t test, F test, and coefficient of determinacy (R2). Result of research indicate that test by partial,product quality have aneffect on to purchasing decision of shoe of brand Nike andbrand image have an effect on to purchasing decision of shoe of brand Nike. As for result of test by together(simultan), product quality and brand image have an effecton by together to purchasing decision of shoe of brand Nike. Result of coefficient ofdeterminacy (R2) test indicate that product quality and brand image can explain variability purchasing decision of shoe of brand Nike equal to 35,7%.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	kualitas produk, citra merek dan keputusan pembelian
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SANDO SULISTIYAN
Date Deposited:	17 May 2019 07:19
Last Modified:	20 May 2019 08:05
URI:	http://eprints.ums.ac.id/id/eprint/72969

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