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) |
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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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