PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI PEMEDIASI (Studi Pada Konsumen Wanita Berhijab Merek Buttonscarves di Malang Raya)

Wijayanti, Westin Dwi Prasasya (2023) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI PEMEDIASI (Studi Pada Konsumen Wanita Berhijab Merek Buttonscarves di Malang Raya). Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

This study aims to determine and analyze the effect of product quality, price, brand image and purchasing decisions, the effect of product quality on purchasing decisions, the effect of price on purchasing decisions, the influence of brand image on purchasing decisions, the influence of product quality on brand image, the effect of price on image brand, the influence of brand image mediates product quality and price on purchasing decisions. This research is a type of quantitative research .This research was conducted in Malang Raya with 160 respondents. This research uses probability sampling technique with Systematic Random Sampling. Data collection techniques using a questionnaire. The analysis tool uses SPSS 25. The results of this study found that product quality has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on brand image, Price has a positive and significant effect on brand image, brand image mediates product quality on purchasing decisions and brand image mediates price on purchasing decisions.

Item Type: Thesis (Undergraduate)
Student ID: 201910160311147
Keywords: product quality, price, brand image, purchase desicion
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201910160311147 westinwijaya
Date Deposited: 28 Nov 2023 09:04
Last Modified: 28 Nov 2023 09:04
URI: https://eprints.umm.ac.id/id/eprint/1483

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