Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Di Palembang

., Yuliana (2016) Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Di Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine whether the variable of brand image and product quality has an influence on purchasing decisions iPhone in Palembang. The population in this research is consumer products iPhone in Palembang. The sample used in this study were 100 respondents. Data analysis technique used is, validity, reliability, classical assumption (normality test, multicollinearity, and heteroscedasticity test), multiple linear regression test, T test, F test, and test the coefficient of determination. The results obtained found that brand image variable has no significant effect on purchasing decisions, while the variable quality of the product has an influence on purchasing decisions iPhone.

Item Type: Thesis (Undergraduate)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords: brand image, product quality, purchasing decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 12 Feb 2020 05:02
Last Modified: 12 Feb 2020 05:02
URI: http://eprints.ukmc.ac.id/id/eprint/3399

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