puspitasari, puspitasari (2021) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIM (Studi Kasus Konsumen Rabbani Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek, kualitas produk dan kepercayaan terhadap keputusan pembelian fashion muslim di Rabbani Rawamangun. Populasi dalam penelitian ini adalah Konsumen di Rabbani Rawamangun. Pengumpulan data menggunakan kuesioner sebanyak 70 orang, dengan metode Accidental Sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi logistik. Teknik pengujian data yang digunakan dalam penelitian ini meliputi Menilai Keseluruhan Model (Overall Model Fit), Menguji Kelayakan Model Regresi (Goodness of Fit Test), Koefisien Determinasi (Nagelkerke R Square) dan Matriks Klasifikasi dengan menggunakan program SPSS v.21.0 for Windows. Berdasarkan hasil penelitian bahwa citra merek, kualitas produk dan kepercayaan secara simultan berpengaruh terhadap keputusan pembelian sedangkan secara parsial citra merek tidak berpengaruh terhadap keputusan pembelian tetapi kualitas produk dan kepercayaan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Citra Merek ,Kualitas Produk, Kepercayaan dan Keputusan Pembelian THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND TRUST ON MUSLIM FASHION PURCHASE DECISIONS (Case Study of Konsumen Rabbani Rawamangun) ABSTRACT The purpose of this study was to determine the effect of brand image, product quality and trust on purchasing decisions of Muslim fashion in Rabbani Rawamangun. The population in this study are consumers in Rabbani Rawamangun. Collecting data using a questionnaire as many as 70 people, with the Accidental Sampling method. The data analysis used is descriptive analysis and logistic regression analysis. Data testing techniques used in this study include Assessing the Overall Model (Overall Model Fit), Testing the Feasibility of the Regression Model (Goodness of Fit Test), Coefficient of Determination (Nagelkerke R Square) and Classification Matrix using the SPSS v.21.0 program for Windows. Based on the results of the study that brand image, product quality and trust simultaneously affect purchasing decisions, while partially brand image has no effect on purchasing decisions, product quality and trust have a positive and significant influence on purchasing decisions. Keywords : Brand Image ,Produk Quality, Trust and Purchasing Decisions
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | PUSPITASARI | ||||||||
| Date Deposited: | 25 Sep 2021 02:44 | ||||||||
| Last Modified: | 25 Sep 2021 02:44 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5244 |
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