Analisis Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pakaian Merek Rown Division Di Surakarta.

Wahyutama, Luthfi Trisna and , Drs. Sujadi, M.M. (2018) Analisis Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pakaian Merek Rown Division Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research is motivated by the rise of young people who are now very fond of local brand distro clothing. Rown Division as one of the major distro brands in the city of Solo is well aware of the increase in this market sector in recent years. This is what makes Rown Division strive to continue to develop the brand image and the quality of their products and prices that are able to compete with other similar products. The type of this research is quantitative with a survey approach. This study uses a population of young people who use clothing products from the Rown Division. Here the researcher took 100 respondents as a sample. The sampling technique in this study was purposive sampling, namely the sampling technique with limited specific criteria desired by the researcher. Then after the data is collected the data analysis is done quantitatively and qualitatively. Quantitative analysis includes tests of validity and reliability, classic assumption test, analysis of the coefficient of determination (R2). Quantitative analysis is an interpretation of the data - data obtained in the study and the results of data processing that has been carried out by providing information and explanation. The results of this study indicate that the variable price and product quality have a positive and significant effect on purchasing decisions because the t value is significantly smaller than the probability of 0.05. While the brand image variable does not have a positive effect because the t value is significantly greater than the probability of 0.05.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, price, product quality, purchasing decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LUTHFI TRISNA WAHYUTAMA
Date Deposited:	13 Nov 2018 07:38
Last Modified:	13 Nov 2018 07:38
URI:	http://eprints.ums.ac.id/id/eprint/68712

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