PENGARUH BRAND IMAGE, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UBISOFT PADA KONSUMEN DI WILAYAH JABODETABEK

Rafel Nyaaz Mediyanto, . (2026) PENGARUH BRAND IMAGE, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UBISOFT PADA KONSUMEN DI WILAYAH JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Intensifying competition in the video game industry compels companies to maintain player engagement, a challenge particularly relevant for Ubisoft as it navigates a crisis marked by declining sales. Consequently, this study aims to examine and analyze the influence of brand image, price, and product quality on purchasing decisions. A quantitative approach was employed, utilizing a sample of 111 respondents residing in the Jabodetabek area who had legally purchased at least one Ubisoft game; participants were selected using purposive sampling. Data analysis was conducted using the Partial Least Square Structural Equation Modeling (PLS-SEM) method via the SmartPLS application. The results indicate that neither brand image nor price significantly influences purchasing decisions, whereas product quality has a positive impact on purchasing decisions. These findings suggest that amidst the crisis facing Ubisoft, product quality serves as the primary factor driving consumer purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111111] [Pembimbing: Dea Delia Lestari] [Penguji 1: Risty Rahma Dafina] [Ketua Penguji : Miguna Astuti]
Uncontrolled Keywords:	Brand Image, Price, Product Quality, Purchasing Decision, Ubisoft.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	RAFEL NYAAZ MEDIYANTO
Date Deposited:	24 Aug 2026 06:58
Last Modified:	24 Aug 2026 06:58
URI:	http://repository.upnvj.ac.id/id/eprint/51316

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