Pengaruh Citra Merek, Kualitas Produk, Dan Harga Produk Terhadap Keputusan Pembelian Daster Batik Kencana Ungu Di Pasar Klewer Solo

Santoso, Anggita Elfira and , Drs. M. Farid Wajdi, MM., Ph.D (2019) Pengaruh Citra Merek, Kualitas Produk, Dan Harga Produk Terhadap Keputusan Pembelian Daster Batik Kencana Ungu Di Pasar Klewer Solo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

ABSTRACT This study aims to determine the effect of brand image, product quality, and product price on purchasing decisions. The population in this study were users of the Batik Kencana Ungu negligee product at Klewer Solo Market. The number of samples in this study were 60 respondents, the method of collecting data using non probability. The analysis used in this study is a research instrument test, multiple linear regression analysis, t test, F test, and coefficient of determination (R2). Based on the results of the research it has been obtained (1) brand image has a positive effect on purchasing decisions, the better the brand image of Daster Batik Kencana Ungu, the more increasing consumer purchasing decisions, (2) product quality has a positive influence on purchasing decisions, the better the quality of Batik Kencana Daster products Purple will then increase consumer purchasing decisions, (3) product prices have a positive effect on purchasing decisions, the more prices offered in accordance with product quality and quite competitive it will increase consumer purchasing decisions. Keywords: Consumer Purchase Decision, Brand Image, Product Quality, Product Price

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Purchase Decision, Brand Image, Product Quality, Product Price
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANGGITA ELFIRA SANTOSO
Date Deposited:	03 Aug 2019 02:49
Last Modified:	03 Aug 2019 02:49
URI:	http://eprints.ums.ac.id/id/eprint/75274

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