Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Dunkin’ Donuts pada Mahasiswa Universitas Muhammadiyah Surakarta dengan Promosi Sebagai Variabel Moderating

Nugroho, Yanuar Adi and , Dr. H. Syamsudin, S.E., M.M. (2021) Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Dunkin’ Donuts pada Mahasiswa Universitas Muhammadiyah Surakarta dengan Promosi Sebagai Variabel Moderating. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of brand image and product quality on dunkin' donuts purchasing decision on Muhammadiyah University of Surakarta students. The research method used is quantitative method used to research on the population or sample of certain samples, namely consumers Dunkin' Donuts at The University of Muhammadiyah Surakarta Students. Sampling is done by unknown population method with the number of respondents as many as 100 respondents and the data used is primary data in the form of questionnaires. The data analysis method used is moderation regression analysis (MRA) using SPSS 25. The results of this study showed that (1) brand image has a positive and significant effect on purchasing decisions. (2) Product quality has a positive and significant effect on the purchase decision. (3) promotion of moderating (strengthening) the relationship between brand image to purchase decision. (4) promotion of moderating (strengthening) the relationship between product quality to purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand image, product quality, promotion, purchasing decisions.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YANUAR ADI NUGROHO
Date Deposited:	13 Aug 2021 06:30
Last Modified:	13 Aug 2021 06:30
URI:	http://eprints.ums.ac.id/id/eprint/93113

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