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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 28/03/2022 10:45:30 • 280 Views
PENGARUH KUALITAS PRODUK, CITRA MEREK
TERHADAP KEPUTUSAN PEMBELIAN CELANA JEANS
LEVI�S DI JAKARTA PUSATCreated by :
ARYA GUMILANG W ( 201511124 )
| Subject: | KUALITAS PRODUK
CITRA MEREK
KEPUTUSAN PEMBELIAN | | Alt. Subject : | PRODUCT QUALITY
BRAND IMAGE
PURCHASE DECISION | | Keyword: | kualitas produk
citra merek dan keputusan pembelian |
Description:
Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk, citra merek dan
loyalitas terhadap keputusan pembelian di wilayah Jakarta Pusat. Penelitian ini
dilakukan kepada seluruh pembeli yang belum memutuskan dan yang sudah
memutuskan pembelian celana jeans Levi�s dengan jumlah responden 100.
Responden penelitian ditentukan menggunakan teknik accidental sampling.
Pengumpulan data dilakukan dengan penyabaran kuesioner dengan menggunakan
skala Interval 5 poin untuk mengukur 30 pernyataan. teknik analisi data
menggunakan analisis regresi linear berganda dengan keputusan pembelian sebagai
variabel dependen, kualitas produk, citra merek terhadap keputusan pembelian
sebagai variabel independen. Hasil penelitian ini membuktikan bahwa kualitas
produk berpengaruh positif dan signifikan terhadap keputusan pembelian, citra
merek berpengaruh positif dan signifikan terhadap keputusan pembelian.
| Contributor | : |
- Prof. Dr. Benny Gunawan, M.Sc
| | Date Create | : | 28/03/2022 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201511124 | | Collection ID | : | 201511124 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@2022 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-kualitas-produk-citra-merekterhadap-keputusan-pembelian-celana-jeanslevis-di-jakarta-pusat-24352.html
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4. UEU-Undergraduate-24352-BAB5.Image.Marked.pdf - 418 KB
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