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PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HAND AND BODY LOTION MARINA DI KOTA SURAKARTA

ABSTRACT The study aims to determine the effect of product quality, brand image, and price on purchasing decisions of Marina hand and body lotion in Surakarta. The research method used is quantitative method. The approach used in this study was survey reseach, because the sample was taken from one population and the sample size was 100 respondents who were costumers of Marina hand and body lotion in Surakarta City by purposive sampling. The data collection method used in this study was a questionnaire. The data analysis method used is a likert scala. In this study, the data sources used were primary data with the help of statistical data analysis tools and statistical program SPSS 16. Data analysis techniques used multiple linear regression, validity test, reliability test, classical assumption test, f test, and t test. The result of this study indicate that the product quality variabel (X1) has a positive and significant effect on purchasing decisions. Brand Image variable (X2) has a positive and significant effect on purchasing decision. The Price variabel (X3) has a positive and significant effect on purchasing decision. The brand image variable is the variable that has the greatest influence in influencing purchasing decisions. This needs to be optimized by improving or enhanding the company’s image or reputation. Keywords : Product Quality, Brand Image, Price, Purchasing Decision

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 RIM p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 110 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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