SKRIPSI MBS

PENGARUH BRAND IMAGE, PERSEPSI HARGA, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN CABANG MAWAR PADA MASYARAKAT SOLO RAYA

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ABSTRACT This study aims to determine the effect of brand image, price perception, and service quality on purchasing decisions of the Mawar branch of Gacoan Noodles in the people of Solo Raya. Sampling in this study used a purposive sampling technique with 157 respondents who currently live in the Greater Solo area and have made purchases at the Mie Gacoan branch of Mawar. In this study, brand image, price perception, and service quality are the independent variables, while the purchase decision is the dependent variable. Data were analyzed using multiple linear regression analysis method, namely using statistical testing as a hypothesis test. The results of the study show that: (1) Brand Image has a positive effect of 3,804 and a significant value of 0.000 on purchasing decisions of the Mawar branch of Gacoan Noodles. (2) Perceived price has a positive effect of 2,003 and a significant value of 0.047 on the purchasing decision of the Mawar branch of Gacoan Noodles. (3) Service Quality has a positive effect of 6,270 and a significant value of 0.000 on the purchasing decision of the Mawar branch of Gacoan Noodles. Keywords: Brand Image, Perceived Price, Service Quality, Purchase Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DEA p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 156 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

DEA APRILIA

Versi lain/terkait

Lampiran Berkas

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