Sondy Arlizal, . (2021) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN INDOMIE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to prove that there is an influence of brand image on purchasing decisions and product quality on purchasing decisions. This research is a quantitative research with primary data sources. Respondents of this study were Indomie consumers who lived in DKI Jakarta as many as 100 people using purposive sampling technique as a sampling technique. The data analysis technique used is descriptive and inferential data analysis techniques. Based on the results of data processing through t-statistics on Smart PLS, the results of this study are that brand image has a significant effect on purchasing decisions, with a path coefficient value of 0.463. While product quality has a significant effect on purchasing decisions with a path coefficient value of 0.476. Keywords : Purchasing Decision, Brand Image, Product Quality, Indomie
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil : 1710111220] [Pembimbing : Miguna Astuti] [Penguji 1 : Suharyati] [Penguji 2 : Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | Purchasing Decision, Brand Image, Product Quality, Indomie |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Sondy Arlizal |
| Date Deposited: | 30 May 2022 01:39 |
| Last Modified: | 30 May 2022 01:39 |
| URI: | http://repository.upnvj.ac.id/id/eprint/13362 |
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