Sanad, Ahmad and , Dra. Wuryaningsih DL, MM (2018) Analisis Pengaruh Harga, Kualitas Produk, Citra Merek dan Promosi Tehadap Minat Beli Local Brand pada Produk Fashion (Studi pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the influence of price, product quality, brand image and promotion of local brand buying interest in fashion products. The population that became the object in this study is a student of the Faculty of Economics and Business of Muhammadiyah University of Surakarta who consume local brand fashion products. The samples used were 119 students using convenience sampling. The method of analysis used in this study is the method of multiple regression analysis. The result of research based on partial hypothesis test (t test) shows that the variable of price, product quality, brand image and promotion have significant effect to buying interest variable. The result of determination coefficient test (R2) obtained R square equal to 0,456. This shows that buying interest can be explained by price variables, product quality, brand image and promotion of 45.6%, while 54.4% is explained by other factors outside the variables studied.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | price, product quality, brand image, promotion, buying interest |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | AHMAD SANAD |
| Date Deposited: | 14 Nov 2018 09:15 |
| Last Modified: | 14 Nov 2018 09:15 |
| URI: | http://eprints.ums.ac.id/id/eprint/69060 |
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