ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PULL&BEAR DI GRAND INDONESIA, JAKARTA

Anggara Tritama, . (2021) ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PULL&BEAR DI GRAND INDONESIA, JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quanitative study which aims to determine the efect of product quality, price and brand image on purchasing decision. The population in this study are consumers who have purchased Pull & Bear products in Grand Indonesia, Jakarta. The number of samples taken was 75 respondents, with a probability sampling method with a purposive sampling method. Data collection was carried out through distributing google form questionaires. The analysis technique used is the PLS (Partial Least Square) analysis method with the SmartPLS 3.0 software. The results of this study indicate that (1) the product quality variable has a significant effect on purchasing decisions. (2) the price variable has a significant effect on purchasing decisions. (3) the brand image variable has no significant effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1610111055] [Ketua Penguji : Diana Triwardhani] [Pebimbing I : Nani Ariani] [Pebimbing II (Pembimbing) : Nobelson Syarief]
Uncontrolled Keywords: Product Quality, Price, Brand Image, Purchase Decision
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Anggara Tritama
Date Deposited: 13 Jul 2021 04:55
Last Modified: 13 Jul 2021 04:55
URI: http://repository.upnvj.ac.id/id/eprint/9590

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