PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PUPUK NPK NON SUBSIDI PADA PROGRAM AGROSOLUTION PT PUPUK SRIWIDJAJA

BUDIMAN, ARIF and Widiyanti, Marlina and Maulana, Ahmad (2023) PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PUPUK NPK NON SUBSIDI PADA PROGRAM AGROSOLUTION PT PUPUK SRIWIDJAJA. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine the influence of product quality and brand image on the purchasing decisions of non-subsidized NPK fertilizers in PT Pupuk Sriwidjaja's resolution program. The population for this study consists of 100 respondents selected based on specific criteria. The results of multiple linear regression analysis indicate that product quality and brand image positively and significantly impact purchasing decisions. Regarding product quality, improvements are recommended, particularly concerning the information on product packaging, which consumers perceive as insufficient. An evaluation of the packaging quality is necessary, as some consumers have complained about the packaging's inability to withstand an adequate lifespan. Despite PT Pupuk Sriwidjaja's positive efforts in environmental impact assessment (AMDAL) for the surrounding community, there is room for improvement in the allocation of CSR funds to ensure they are targeted towards those affected by the impact. Keywords: Product Quality, Brand Image, Purchasing Decisions

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Produk, Brand Image, Keputusan Pembelian
Subjects:	L Education > LB Theory and practice of education > LB2341-2341.95 Supervision and administration. Business management #1 Repository of Teaching and Learning Process (PBM) > Semester Final Test (UAS)
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Arif Budiman
Date Deposited:	16 Jan 2024 05:50
Last Modified:	16 Jan 2024 05:50
URI:	http://repository.unsri.ac.id/id/eprint/137788

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