ANALISIS BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BUAH PANDAWA JEMBER (Studi Pada Konsumen Toko Buah Pandawa Jember )

Gunawan, Claymen Ajusta (2020) ANALISIS BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BUAH PANDAWA JEMBER (Studi Pada Konsumen Toko Buah Pandawa Jember ). Undergraduate thesis, Universitas Muhammadiyah Jember.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari dua variabel yaitu brand image dan kualitas produk terhadap keputusan pembelian. Hipotesis dalam penelitian ini brand image dan kualitas produk berpengaruh terhadap keputusan pembelian konsumen pada took buah Pandawa Jember yang memiliki jumlah populasi 75 responden menggunakan teknik purpossive sampling. Teknik pengumpulan data menggunakan observasi, wawancara dan kuesioner. Analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji multikolinearitas, uji heteroskedastisitas), analisis regresi linear berganda dan uji hipotesis (uji t, koefisien determinasi). Hasil penelitian menunjukkan bahwa brand image dan kualitas produk secara parsial berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: brand image, kualitas produk dan keputusan pembelian ABSTRACT This study aims to determine the effect of two variables, namely brand image and product quality on purchasing decisions. The hypothesis in this study brand image and product quality influence consumer purchasing decisions at the Jawa Pandawa fruit shop which has a population of 75 respondents using purposive sampling techniques. Data collection techniques using observation, interviews and questionnaires. The analysis used includes validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis and hypothesis test (t test, coefficient of determination). The results showed that brand image and product quality partially had a significant effect on purchasing decisions. Keywords: brand image, product quality and purchasing decisions

Item Type:

Thesis (Undergraduate)

Uncontrolled Keywords:

brand image, product quality and purchasing decisions

Subjects:

600 Technology and Applied Science > 650 Business > 658 General Management

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Claymen Ajusta Gunawan