Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian J.CO

PUTRI, BAIQ GALUH ADHI MUSTIKA and , Dr. Edy Purwo Saputro, S.E., M.Si. (2020) Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian J.CO. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image and product quality on purchasing decisions. The population in this study were all students of the University of Muhammadiyah Surakarta who made the J.Co. purchase decision. The sampling technique was purposive random sampling with a sample of 100 respondents. Data collection techniques in this study used primary data using questionnaires. Data analysis uses multiple linear regression. The results of the analysis showed that the brand image had a significant positive effect on purchasing decisions and product quality had a positive effect but not significantly on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, product quality, purchasing decisions
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BAIQ GALUH ADHI MUSTIKA PUTRI
Date Deposited:	05 Aug 2020 22:57
Last Modified:	05 Aug 2020 22:57
URI:	http://eprints.ums.ac.id/id/eprint/84022

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