Pengaruh Citra Merek Kualitas Layanan Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Produk Erigo Official Store)

Pratama, Alief Ari and , Dr. Edy Purwo Saputro, S.E., M.Si. (2023) Pengaruh Citra Merek Kualitas Layanan Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Produk Erigo Official Store). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of brand image, quality service and product quality on consumer decisions to purchase erigo products official store. This research is a type of associative research. which method used in this study is the quantitative method. Population and sample in This research is the people of Surakarta who have fulfilled the terms and numbers Respondents as a sample in this study were 100 people. Source data used in this research is primary data. The measuring scale used in this study was 5 Likert scale. Data analysis using SPSS version 26. The results of the analysis in this study show that brand image positive and significant effect on purchasing decisions, service quality positive and significant effect on purchasing decisions while Product quality has a positive but not significant effect on decisions

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Image, Service Quality, Product Quality, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ALIEF ARI PRATAMA
Date Deposited:	20 Jun 2023 02:43
Last Modified:	20 Jun 2023 02:43
URI:	http://eprints.ums.ac.id/id/eprint/113379

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