PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEMEN BATU RAJA PADA PELANGGAN PT. SAMUDRA PANCA JAYA KAYU AGUNG

RIDHO, MUHAMMAD AUNUL and Rosa, Aslamia (2024) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEMEN BATU RAJA PADA PELANGGAN PT. SAMUDRA PANCA JAYA KAYU AGUNG. Undergraduate thesis, SRIWIJAYA UNIVERSITY.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan citra merek terhadap keputusan pembelian semen baturaja pada pelanggan PT Samudra Panca Jaya Kayu Agung. Penelitian ini menggunakan sampel 100 responden yang memiliki kriteria toko bangunan atau sub distributor pembeli semen baturaja pada PT. Samudra Panca Jaya Kayu Agung dalam 1 tahun terakhir. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi berganda. Berdasarkan hasil analisis disimpulkan bahwa kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial maupun simultan.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Produk, Citra Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Aunul Ridho
Date Deposited:	15 May 2024 01:08
Last Modified:	15 May 2024 01:08
URI:	http://repository.unsri.ac.id/id/eprint/144009

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