PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SARI ROTI DI PALEMBANG

Gunawan, Gilbert (2024) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SARI ROTI DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This$study investgates how-product-quality-and-brand-image influence-consumer buying decisions for Sari Roti products in Palembang. The research utilizes primary and secondary data sources. Palembang residents constitute the target population. Purposive sampling was employed, yielding 100 valid respondent through an online survey. Hypotheses were tested using multiple regression analysis. Results reveal that both product quality and brand image positively and significantly affect consumers' purchase choices.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Product-Quality, Brand-Image, Purchase-Decisions
Subjects: T Technology > TD Environmental technology. Sanitary engineering
T Technology > TJ Mechanical engineering and machinery
Divisions: Theses - S1 > Management Study Program
Depositing User: Gilbert Gunawan
Date Deposited: 13 Sep 2024 04:35
Last Modified: 13 Sep 2024 04:35
URI: http://eprints.ukmc.ac.id/id/eprint/13000

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