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ANALISIS PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN BAJU BARU LEBARAN DI HARDY’S DEPT. STORE SINGARAJA

Hasnan, Kurniawan Luthfi (2018) ANALISIS PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN BAJU BARU LEBARAN DI HARDY’S DEPT. STORE SINGARAJA. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aimed to identify the effects of brand awareness and quality perception on purchase decision on new outfits for Eid ul-Fitr at Hardy’s Department Store Singaraja. The population comprised the customers of Hardy’s Department Store Singaraja with 100 respondents as sample. The data were analyzed through descriptive analysis, logistic regression, hypothesis test, and domination test. The findings showed that brand awareness and quality perception positively and significantly affect the purchase decision. Meanwhile, the most dominant variable affecting the purchase decision was brand awareness.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310160311484
Keywords: brand awareness, perceived quality, and purchase decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 08 Nov 2018 10:13
Last Modified: 08 Nov 2018 10:13
URI : http://eprints.umm.ac.id/id/eprint/39680

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