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SKRIPSI MBS

PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT (Studi Pada Pengguna Produk Scarlett di Boyolali)

ABSTRACT

This study aims to analyze the effect of product quality, price and brand
image on purchasing decisions of users of Scarlett products in Boyolali Regency.
This research is a type of quantitative research with a questionnaire as data
collection material. Samples were taken as many as 100 respondents. The sampling
technique used was purposive sampling with the non-probability sampling method.
While the data analysis technique used instrument test, classical assumption test,
model determination test, multiple linear regression analysis and t test processed
with the help of IBM SPSS statistics 22 Software.
From the results of this study it can be concluded that partially (t test) shows
that the product quality variable has a positive and significant effect on purchasing
decisions. The price variable has a positive and significant effect on purchasing
decisions. Then the brand image variable has a positive and significant effect on
purchasing decisions.
It can be suggested that the company continues to strengthen and maintain
product quality. Furthermore, the pricing strategy can be done by providing
discount offers and paying attention to competitors' offers. Therefore, companies
need to maintain and maintain a brand image by issuing products that are always
a solution to overcome consumer facial and skin problems.

Keywords: product quality, price, brand image, purchasing decisions

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 ANI p 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 108 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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