CD Skripsi

Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Uniqlo Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the effect of product quality and price on purchasing decisions through brand image on Uniqlo products in Pekanbaru City. The object of this study is Uniqlo products in Pekanbaru City. The population in this study is not known with certainty and the sample used in this study was 100 people. This study uses a quantitative approach with a purposive sampling technique in determining research respondents. Data taken from respondents using a questionnaire. The analysis method used in this study is Structural Equation Modeling (SEM) with the help of SmartPLS software. The results of the study with hypothesis testing show that product quality and price have a positive and significant influence on purchasing decisions. In addition, product quality and price have a positive and significant influence on brand image. Brand image also has a positive and significant influence on purchasing decisions. Brand image can partially moderate the relationship between product quality and purchasing decisions, and brand image can also partially moderate the relationship between price and purchasing decisions.
Keywords: Product Quality, Price, Purchasing Decision, Brand Image

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002110856

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002110856

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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