Pengaruh Kualitas Produk, Harga dan Citra Merek terhadap Minat Beli Konsumen (Studi Kasus pada Roti Ceria Jember)

BAHROIN, ARIF (2017) Pengaruh Kualitas Produk, Harga dan Citra Merek terhadap Minat Beli Konsumen (Studi Kasus pada Roti Ceria Jember). Undergraduate thesis, UNIVERSITAS MUHAMMADIYAH JEMBER.

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Abstract

The purpose of this research is to analyze the influence of quality of the product, price and image of the brand to the consumer purchase interest. The theory used in this research is the theory of quality of the product, price and image of the brand and consumer purchase interest. This type of research is descriptive quantitative and research design is explanatory. The population in this research is roti ceria jember consumers. The samples used were 80 respondents, using the technique of non-probality sampling with purposive sampling approach. The analysis tool using multiple linear regression with SPSS software version 22.0 t-test result showed significant value of quality of the product, price and image of the brand is smaller than 0,05, so that partially have a significant influence to consumer purchase interest. F test results showed the significantvalue les than 0,05, so that simultaneous quality of the product, price and image of the brand has significant influence to the consumer purchase interest. Regression analysis showed that the quality of the product, price and image of the brand have a positive influence to the consumer purchase interest. Coefficient determination test shows that 30,4% of consumer purchase interest at roti ceria jember. Influenced by the quality of the product, price and image of the brand. While the remaining 69,9% is influenced by other variables outside the model or equation.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: quality of the product, price and image of the brand and consumer purchase interest.
Subjects: 600 Technology and Applied Science > 650 Business > 658 General Management
600 Technology and Applied Science > 650 Business > 659 Advertising
Divisions: Faculty of Economics > Department of Management
Depositing User: Rudi Setiawan
Date Deposited: 17 Jan 2019 02:39
Last Modified: 09 Sep 2019 08:50
URI: http://repository.unmuhjember.ac.id/id/eprint/1284

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