Jeshica Valentina, . (2024) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIXUE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study is entitled "The Effect Of Brand Image, Price, And Product Quality On Mixue Purchase Decisions”. The purpose of this study is to analyze, identify,, and empirically the influence of brand image, price, and product quality on consumer purchasing decisions of Mixue. This research utilizes primary data collected from a population of Mixue consumers, with a sample size of 135 respondents selected through an online questionnaire distributed via Google Form. The sampling method employed in this study is non-probability sampling with a purposive sampling approach. Data processing was performed using quantitative descriptive analysis, followed by analysis using SmartPLS 4.0 software. The results indicate that product quality has a significant positive effect on the purchase decision of Mixue products, while brand image does not show a significant impact. Additionally, price perception was found to positively influence consumer purchasing decisions, highlighting the importance of product quality and pricing strategies in the marketing of Mixue
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil 2110111046] [Pembimbing: Bernadin Dwi] [Penguji 1: [Yudi Nur Supriadi] [Penguji 2: [Guntur Syahputra Saragih] |
| Uncontrolled Keywords: | Brand Image, Price, Product Quality, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | JESHICA VALENTINA |
| Date Deposited: | 20 Feb 2025 03:45 |
| Last Modified: | 20 Feb 2025 06:49 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34468 |
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