Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna Helm Cargloss

Khairina, Lathifah Almas and , Dr. Edy Purwo Saputro, SE., M.Si (2023) Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna Helm Cargloss. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, price and product quality on purchasing decisions of cargloss helmet users. This research is a type of associative research. The method used in this study is a quantitative method. The population and sample in this study were students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who had fulfilled the requirements and the number of respondents as the sample in this study were 100 people. Source of data used in this research is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis used SPSS version 21. The results of the analysis in this study showed that brand image had a positive and significant effect on purchasing decisions, price had a positive and significant effect on purchasing decisions, and product quality had a positive and significant effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand image, price, product quality, purchase decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LATHIFAH ALMAS KHAIRINA
Date Deposited:	23 May 2023 01:48
Last Modified:	23 May 2023 01:49
URI:	http://eprints.ums.ac.id/id/eprint/112890

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