ANALISIS KONTRIBUSI CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di Baysia Apparel)

Marzuki, Ihsan Muhammad (2023) ANALISIS KONTRIBUSI CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di Baysia Apparel). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui analisis kontribusi citra merek, harga dan kualitas produk terhadap keputusan pembelian (studi kasus di Baysia Apparel). Metode yang digunakan dalam penelitian ini adalah menggunakan metode penelitian kuantitatif dengan penyebaran kuesioner. Populasi dalam penelitian ini adalah konsumen dari Baysia Apparel. Sampel dalam penelitian ini berjumlah 97 orang responden dan menggunakan metode sampel purposive sampling. Pengolahan data diolah menggunakan software statistik yaitu SPSS versi 22.0 Hasil dari penelitian ini menyatakan bahwa citra merek berkontribusi terhadap keputusan pembelian, harga berkontribusi terhadap keputusan pembelian, kualitas produk berkontribusi terhadap keputusan pembelian. This study is aimed to determine the analysis of the contribution of brand image, price and product quality to purchasing decision (case study in Baysia Apparel). The method used in this study is using quantitative research methods with the distribution of questionnaires. The population in this study is consumers of Baysia Apparel. The sample in this study amounted to 97 respondents and used the purposive sampling sample method. Data processing is processed using statistical software, namely SPSS version 22.0. The results of this study indicated that brand image contributes to purchasing decision, price contributes to purchasing decision, product quality contributes to purchasing decision.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Syamsuar, Ginanjar NIDN0323106102 ginanjar.syamsuar@stei.ac.id
Subjects:	Akuntansi > Akuntansi Manajemen
Divisions:	S1 Manajemen
Depositing User:	IHSAN MUHAMMAD MARZUKI
Date Deposited:	22 Sep 2023 02:23
Last Modified:	22 Sep 2023 02:23
URI:	http://repository.stei.ac.id/id/eprint/10873

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