Pengaruh Kualitas Produk, Persepsi Harga, Brand Image dan Promosi Terhadap Keputusan Pembelian Produk “Halal Food” di Surakarta

Annafies, Naufal and , Dr. Muzakar Isa, SE, MSi (2020) Pengaruh Kualitas Produk, Persepsi Harga, Brand Image dan Promosi Terhadap Keputusan Pembelian Produk “Halal Food” di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine how the influence of the influence of product quality, price perception, brand image and promotion on purchasing decisions "halal food" products in Surakarta. This research is a quantitative study, used to examine certain populations or samples. The sample used in this study was 114 users of "halal food" products. The method of data analysis in this research is multiple regression analysis, which was previously conducted with instrument test, classic assumption test, multiple linear regression test, f test, t test and determination coefficient test. The results showed that (1) Product Quality Variables had a positive and significant effect on Purchasing Decisions of "Halal Food" products in Surakarta. (2) Price Perception Variable has positive and significant effect on Purchasing Decisions of "Halal Food" products in Surakarta. (3) Variable Brand Image has a positive and significant effect on Purchasing Decisions of "Halal Food" products in Surakarta. (4) The promotion variable has a positive and significant effect on the purchasing decision of "Halal Food" products in Surakarta.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	product quality, price perception, brand image, promotion, purchasing decisions.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NAUFAL ANNAFIES
Date Deposited:	16 Jul 2020 03:15
Last Modified:	16 Jul 2020 03:15
URI:	http://eprints.ums.ac.id/id/eprint/83496

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