SKRIPSI MBS

PENGARUH HARGA, BRAND AWARENESS, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK RABBANI

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ABSTRACT This study aims to determine the effect of price, brand awareness, brand image, and product quality on Rabbani product purchasing decisions. The object of research in this study is Rabbani product consumers who live in Karanganyar. This research method used quantitative research methods with the application of SPSS 20 as a data processing tool. Technical analysis of data in this study using multiple linear analysis techniques. Sampling technique using a purposive sampling technique. The dependent variable in this study is the purchase decision, while the independent variables consist of price, brand awareness, brand image, and product quality. The results showed that simultaneously the variables of price, brand awareness, brand image, and product quality had a significant effect on purchasing decisions. Partially variable price and product quality have a positive ansignificantat effect on purchasing decisions. While the brand awareness and brand image variables partially have no significant on purchasing decisions. Keywords: price, brand awareness, brand image, product quality, purchasing decision.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 RAF p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 90 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

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rafiq Zakiah Afifah

Versi lain/terkait

Lampiran Berkas

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