SKRIPSI MBS

PENGARUH DESAIN PRODUK, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HIJAB ELZATTA (Studi pada Mahasiswa Universitas Islam Negeri Raden Mas Said Surakarta)

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ABSTRACT

This study aims to determine the effect of product design, product
quality, and brand image on purchasing decisions. The population used in
this study were students of the Surakarta State Islamic University with the
female gender. The sample used with an error rate of 5% uses statistical
calculation methods and produces a total sample of 120. The data collection
method used is a questionnaire distributed online through Google Form
media. The sampling technique is non-probability sampling with an
accidental sampling method. Data analysis used multiple linear regression,
F test, and t-test. The results showed that there was a significant relationship
between the independent variables, namely product design, product
quality, and brand image on the dependent variable of Elzatta's hijab
purchasing decisions simultaneously. The results of the F test and t-test
prove that the product design and product quality variables have a positive
effect on purchasing decisions. While the brand image variable does not
affect purchasing decisions. Where the most influential independent
variable is the product design variable because the design of a product is
an important choice in making purchasing decisions in addition to product
quality. Keywords: Product Design, Product Quality, Brand Image, and Purchase
Decision

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Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

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No. Panggil

2X6.3 KHU p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 118 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

KHURIN AULIYA

Versi lain/terkait

Lampiran Berkas

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