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PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN YAMAHA MIO DI MALANG)

Ambarini, Wardha Rosita (2019) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN YAMAHA MIO DI MALANG). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research aims to determine the influence of brand image and quality of product toward purchase decision of Yamaha Mio in Malang. The sample in this research were 100 respondents by using accidental sampling method according to criteria that was consumers who have bought and used Yamaha Mio in the last 5 years in Malang. Data collection was used questionnaires distributed online and direct distribution to respondents. The analysis was using multiple linear regression analysis. Based on the result of analysis shows that brand image and quality of product are partially significant toward purchase decision. The independent variable that has biggest contribution in this research toward purchase decision is brand image.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311224
Thesis Advisors: Rahmad Wijaya (0023036802), Sri Nastiti Andharini (0721026501)
Keywords: Brand Image, Purchase Decision, Quality of Product
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201510160311224
Date Deposited: 14 Aug 2019 03:38
Last Modified: 14 Aug 2019 03:38
URI : http://eprints.umm.ac.id/id/eprint/48757

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