Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian sepatu Nike di kota Palembang

., Johandy (2020) Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian sepatu Nike di kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine whether there is an influence of brand image and product quality on purchasing decisions for Nike shoes. The population in this study were all people in the city of Palembang. The research sample taken was 100 respondents. Hypothesis testing uses the method of multiple linear regression analysis with the help of the SPSS program ver. 16.0. Based on the results of testing and data analysis it can be seen that there is an influence of brand image and product quality on the purchase decision of Nike shoes in Palembang. Keyword : Brand Image, Product Quality, Purchase Decision.

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