Pengaruh Brand Image, Kualitas Produk Serta Kualitas Layanan Terhadap Keputusan Pembelian Produk Minuman Chatime (Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta)

Abriansyah, Fajar and , Lukman Hakim, S.E., M.Si. (2021) Pengaruh Brand Image, Kualitas Produk Serta Kualitas Layanan Terhadap Keputusan Pembelian Produk Minuman Chatime (Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, product quality and service quality on purchasing decisions for chatime drink products among Muhammadiyah university students who make chattime drink purchase decisions. chattime drink. This research method using purposive sampling and the data used are primary data in the form of a questionnaire. The data analysis method is multiple linear analysis. The results showed that brand image has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions, service quality has a significant effect on purchasing decisions. The coefficient of determination or R2 shows the percentage of influence of all independent variables, namely brand image, product quality and service quality on the dependent variable on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, product quality and service quality, purchasing decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FAJAR ABRIANSYAH
Date Deposited:	19 Feb 2021 05:51
Last Modified:	19 Feb 2021 05:51
URI:	http://eprints.ums.ac.id/id/eprint/89656

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