CD Skripsi

Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Air Mineral Le Minerale Di Kota Pekanbaru

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ABSTRACT


This study aims to find out 1) the influence of brand image on purchase decisions on consumers, 2) the influence of product quality on purchase decisions on consumers, 3) the influence of price on purchase decisions on consumers 4) the influence of brand image, product quality, and price on consumer purchase decisions. This study is quantitative with multiple linear regression analysis analysis model. This study uses data obtained from the results of the questionnaire distribution to 100 respondents. The sampling method used is the lemeshow sample method. This study uses a statistical data analysis method using SPSS version 27.

The research results show that 1) Brand image has no positive and insignificant effect on purchasing decisions, 2) Product quality has no positive and insignificant effect on purchasing decisions, 3) Price has no positive and insignificant effect on purchasing decisions, 4) Brand image, product quality and price do not have a positive and insignificant effect on purchasing decisions. This means that the influence of these factors do not interact with each other, where consumers who have high brand image, product quality and price will not have high purchasing decisions either.

Keywords: Brand Image, Product Quality, Price, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112078

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112078

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

Vina

Versi lain/terkait

Lampiran Berkas

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