PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA GALERI ELZATTA DI PALEMBANG SQUARE

WULANDARI, SHELA and Maulana, Ahmad and Nailis, Welly (2023) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA GALERI ELZATTA DI PALEMBANG SQUARE. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of brand image and product quality on the purchasing decisions of Elzatta Gallery in Palembang Square. This research uses a quantitative approach with a data collection method through a questionnaire. The population in this study was all respondents who had purchased and used Elzatta products. The sampling method uses purposive with a total sample of 100 respondents. This study uses quantitative analysis techniques, hypothesis testing, determination coefficient tests, and multiple linear analysis. The results of this study show that the variables of brand image (X1), and product quality (X2) have a significant effect on the purchasing decision variable (Y) with a calculated t value greater than t table, and a significant value smaller than 0.05.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	citra merek, kualitas produk, keputusan pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB535-551 Interest
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Shela Wulandari
Date Deposited:	25 Jan 2023 02:12
Last Modified:	25 Jan 2023 02:12
URI:	http://repository.unsri.ac.id/id/eprint/87491

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