SKRIPSI MBS

Pengaruh Kualitas Produk Dan Citra Merek Terhadap Peningkatan Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening "Studi Kasus Pada Konsumen Kedai Kopi Janji Jiwa Di Kabupaten Sukoharjo"

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ABSTRACT

This study aims to analyze the effect of product quality and brand image
on purchasing decisions with purchase intention as an intervening variable on
consumers of the "Janji Jiwa" Coffee Shop in Sukoharjo Regency. This study
applied a quantitative research method by using a questionnaire as a data
collection which is analyzed using purposive sampling analysis tecniques. this
study uses path analysis to test hypotheses through the help of IBM SPSS version
26 software. The sample in this study amounted to 100 community respondents in
Sukoharjo Regency who had made purchases at the "Janji Jiwa" Coffee Shop.
The results of the study were prove that product quality and brand
image has significant positive effect on purchase intention, product quality has a
significant positive effect on purchasing decision, brand image has a effect on
purchasing decisions but not significant. The results of this study also indicated
that product quality can influence purchasing decisions through buying interest.
And brand image can influence purchasing decisions through buying interest.
Keywords: Product Quality, Brand Image, Purchase Intention, and Purchase
Decision

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Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

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No. Panggil

2X6.3 RAH p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 158 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

Rahmawati Dwi Sholihah

Versi lain/terkait

Lampiran Berkas

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