Pengaruh Kualitas Produk Dan Citra Merk Terhadap Keputusan Pembelian Produk Ramah Lingkungan (Studi kasus pada masyarakat umum khususnya di wilayah Surakarta)

Takbir Saputro, Bari and , Dr. Rini Kuswati, S.E., M.Si (2020) Pengaruh Kualitas Produk Dan Citra Merk Terhadap Keputusan Pembelian Produk Ramah Lingkungan (Studi kasus pada masyarakat umum khususnya di wilayah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze how the influence of product quality and brand image on purchasing decisions for environmentally friendly products. This study uses a quantitative approach. The sample in this study were 150 consumers who live in Surakarta using non-probability sampling methods and purposive techniques. This research instrument uses a questionnaire or questionnaire filled directly by respondents, namely consumers of environmentally friendly products. Tests in this study using SPSS version 20 in multiple linear regression analysis note that the product quality and brand image variables have a positive and significant effect on purchasing decisions. T test results from product quality and brand image sig. <0.05, partially the independent variable has a positive effect on the dependent variable accepted. F test results indicate that the independent variables jointly have a positive effect on the dependent variable accepted. The coefficient of determination (R²) shows that product quality and brand image can influence the purchasing decision of environmentally friendly products by 18.6% and the remaining 81.4% is explained by factors or other variables outside the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Quality, Brand Image, Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BARI TAKBIR SAPUTRA
Date Deposited:	24 Jun 2020 06:51
Last Modified:	24 Jun 2020 06:53
URI:	http://eprints.ums.ac.id/id/eprint/82947

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