SKRIPSI MBS

ANALISIS PENGARUH CITRA MEREK, STORE ATMOSPHERE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA BEBEK GORENG PAK NDUT KARTASURA

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ABSTRACT

This research aims to determine the influence of brand image on purchasing
decisions, knowing the store atmosphere on purchasing decisions and knowing
product quality on purchasing decisions.
This research uses quantitative research methods with the population being
consumers who have made purchases at the Bebek Goreng Pak Ndut Kartasura
outlet. Sampling used non-probability sampling technique with purposive sampling
technique. The data collection method uses a questionnaire with a sample of 160
respondents. Data analysis using IBM SPSS 25 software with research variables
including Brand Image, Store Atmosphere, Product Quality, and Visiting Decisions
The results of this research show that brand image can have a positive and
significant influence on purchasing decisions. Store atmosphere can positively and
significantly influence purchasing decisions. Product quality can have a positive
and significant influence on purchasing decisions. From the description above, it
can be concluded that if management related to brand image, store atmosphere and
product quality is improved and better, purchasing decisions for Pak Ndut
Kartasura Fried Bebek will increase

Keywords: Brand Image, Store Atmosphere, Product Quality

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 MUF a 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 95 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

Mufti Hidayatullah

Versi lain/terkait

Lampiran Berkas

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