Analisis Pengaruh Kualitas Produk, Harga dan Citra Merek terhadap Keputusan Pembelian Produk Foodcourt Transmart Surakarta (Studi kasus pada mahasiswa Universitas Muhammadiyah Surakarta)

Riyanto, Rudi and -, Dr. Edy Purwo Saputro, S.E,. M.Si (2019) Analisis Pengaruh Kualitas Produk, Harga dan Citra Merek terhadap Keputusan Pembelian Produk Foodcourt Transmart Surakarta (Studi kasus pada mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to find out: (1) the influence of product quality on the purchase decisions of Surakarta Foodcourt Transmart products by Students of the Muhammadiyah University of Surakarta, (2) the effect of prices on Transmart Foodcourt product purchasing decisions by Surakarta Muhammadiyah University Students, (3) influence towards the purchase decision of Transmart Foodcourt products by Surakarta Muhammadiyah University Students.The type of research conducted is descriptive analysis method. The population in this study of Transmart Foodcourt products is consumers among Muhammadiyah University Surakarta Students. The sampling technique uses convenience sampling with a total sample of 100 respondents. Data collection techniques using questionnaires and data analysis techniques used to answer the hypothesis are multiple linear regression.The results of this study indicate that: (1) product quality variables have a positive effect on the purchasing decisions of Transmart Foodcourt products, evidenced by the value of t count of -2.093 with a significance value of 0.039 <0.05, (2) Price variable has a positive effect on Foodcourt product purchasing decisions Transmart, evidenced from the value of t count of 7.764 with a significance value of 0,000> 0.05, (3) the brand image variable has a positive influence on the purchase decision of the Transmart Foodcourt product, evidenced by the value of t calculated at 7,893 with a significance value of 0,000> 0.05

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: product quality, price, brand image, purchase decision
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: RUDI RIYANTO
Date Deposited: 06 Feb 2019 03:34
Last Modified: 06 Feb 2019 03:34
URI: http://eprints.ums.ac.id/id/eprint/70146

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