PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SABUN DETTOL DI SIDOARJO (Studi Kasus Desa Randegan Kecamatan Tanggulangin Kabupaten Sidoarjo)

AINI, LAILATUL MUFARICHA NUR (2018) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SABUN DETTOL DI SIDOARJO (Studi Kasus Desa Randegan Kecamatan Tanggulangin Kabupaten Sidoarjo). Other thesis, UNIVERSITAS BHAYANGKARA SURABAYA.

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Abstract

This study aims to determine the effect of brand image, product quality, and price to purchase decisions. The type of research used in this research is descriptive research associative with quantitative approach. Sampling used was non probability sampling with sampling done on 109 people using dettol soap. Data collection method with questionnaire method where the data is processed primary data that can be with the method of quantitative analysis and data analysis method with multiple linear regression analysis. To know the customer's decision can be measured with variable of brand image, product quality, and price. The object of this research is Randegan Village Community of Tanggulangin Sub-district of Sidoarjo Regency. Results obtained from the calculation of the coefficient of determination (R²) of 0.766 or 76.6%. From the results of hypothesis testing can be taken conclusion that the value of t arithmetic brand image of 0.412 with sig 0,000, the value of t arithmetic product quality 0,553 with sig 0,000, t value value 0,153 with sig 0,029.

Item Type: Thesis (Other)
Additional Information: LAILATUL MUFARICHA NUR AINI 14021201/FE/MA
Uncontrolled Keywords: Brand Image, Product Quality, Price, Purchase Decision
Subjects: Management > HRD Management
Divisions: Faculty of Economic & Business > Bachelor of Management & Business
Depositing User: Perpus Ubhara Surabaya
Date Deposited: 19 Aug 2019 03:29
Last Modified: 07 Nov 2019 03:35
URI: http://eprints.ubhara.ac.id/id/eprint/84

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