PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KUE ARTIS LAMONDE (Studi Kasus Pada Mahasiswa S1 Universitas Sriwijaya Kampus Palembang)

PRASETYO, BILLY WYMAN and Wahab, Zakaria and Nofiawaty, Nofiawaty (2020) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KUE ARTIS LAMONDE (Studi Kasus Pada Mahasiswa S1 Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to find empirical evidence of the effect of brand image and product quality on purchasing decisions Lamonde artist cake. This research is quantitative descriptive. This type of research in this study is a survey. The population in this study is all students of SI University of Sriwijaya, Palembang Campus who are still active. The sampling technique uses a purposive sampling method with a sample size of 100 people. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression with the SPSS 25.0 program. The results showed that brand image and product quality had an influence on purchasing decisions on Lamonde cakes.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand image, Product Quality, and Purchasing Decisions
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5460-5469.5 Department stores. Mail order business. Supermarkets. Convenience stores
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 8249 not found.
Date Deposited:	28 Sep 2020 05:47
Last Modified:	28 Sep 2020 05:47
URI:	http://repository.unsri.ac.id/id/eprint/35795

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