Pengaruh Brand Image, Brand Trust, dan Kualitas Produk Terhadap Keputusan Pembelian Uniqlo Di Kota Palembang

Aprianto, Rivaldi Vincent (2022) Pengaruh Brand Image, Brand Trust, dan Kualitas Produk Terhadap Keputusan Pembelian Uniqlo Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This research is a quantitative study that aims to analyze the influence of brand image, brand trust, and product quality on purchase decision Uniqlo in Palembang city. The population in this study were community in Palembang city who doing purchase decision Uniqlo in Palembang city. The sample size was taken as many as 100 respondents, with non-probability sampling research method and purposive sampling technique. Data collection is done through the distribution of questionnaires. The data analysis technique used are the validity test, reliability test, classical assumptions test consisting of normality test, multicollinearity test, heteroscedasticity test, multiple regression analysis, hypothesis testing containing coefficient of determination (R2), F test, and t test multiple linear regression analysis. The results of this study indicate that (1) brand image has a positive and significant influence on purchase decision, (2) brand trust has a positive and significant influence on purchase decision, (3) product quality has a positive and significant influence on purchase decision. Keywrods: Brand Image, Brand Trust, Product Quality, Purchase Decision, Uniqlo

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