Dewi Sri Kumala, NPM 1901100001 (2023) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN HANDBODY MARINA (STUDY KASUS PADA MAHASISWA/I FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS LABUHANBATU). Skripsi thesis, Universitas Labuhanbatu.
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Abstract
This study aims to determine whether Product Quality, Perceived Price and Brand Image affect the Purchase Decision of Handbody Marina. The population is students of the Faculty of Economics and Business, Labuhanbatu University who have used the Handbody Marina product. The number of samples is 100 respondents. This research uses validity test, reliability test, classical assumption test, multiple linear regression test, t test, F test, and the coefficient of determination using SPSS 20. Based on the research results it is known that partially Product Quality (X1) has an effect on Marina Handbody Purchasing Decisions , Perceived Price (X2) influences Purchase Decision of Handbody Marina, Brand Image (X3) influences Purchase Decision of Handbody Marina, Product Quality (X1), Perceived Price (X2), and Brand Image (X3) simultaneously influences Handbody Purchasing Decision Marina. Keywords: Product Quality, Perceived Price, Brand Image, And Purchase Decision =================================================================================================== Penelitian ini bertujuan untuk mengetahui apakah Kualitas Produk, Persepsi Harga dan Citra merk terhadap Keputusan Pembelian Handbody Marina. Populasi nya adalah Mahasiswa/Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu yang pernah memakai produk Handbody Marina. Jumlah sampel sebanyak 100 responden. Penelitian ini menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji t, uji F, dan koefisien determinasi dengan menggunakan SPSS 20. Berdasarkan hasil penelitian diketahui bahwa secara parsial Kualitas Produk (X1) berpengaruh terhadap Keputusan Pembelian Handbody Marina, Persepsi Harga (X2) berpengaruh terhadap Keputusan Pembelian Handbody Marina, Citra Merk (X3) berpengaruh terhadap Keputusan Pembelian Handbody Marina, Kualitas Produk (X1), Persepsi Harga (X2), dan Citra Merk (X3) secara simultan berpengaruh terhadap Keputusan Pembelian Handbody Marina. Kata Kunci : Kualitas Produk, Persepsi Harga, Citra Merk, Dan Keputusan Pembelian
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Perceived Price, Brand Image, And Purchase Decision ===================================== Kualitas Produk, Persepsi Harga, Citra Merk, Dan Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 26 Oct 2023 07:06 |
| Last Modified: | 26 Oct 2023 07:06 |
| URI: | http://repository.ulb.ac.id/id/eprint/413 |
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