Pengaruh Citra Merek, Harga, dan Kualitas ProdukTerhadap Proses Keputusan Pembelian Sari Roti di Diamond,Palembang Trade Center(PTC), Palembang

Julian, Samuel (2016) Pengaruh Citra Merek, Harga, dan Kualitas ProdukTerhadap Proses Keputusan Pembelian Sari Roti di Diamond,Palembang Trade Center(PTC), Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT Developments in science and technology is more advanced in life now make competition between companies in the business world becomes more intense. without exception, companies engaged in consumer goods industry. Bread is now beginning to grow rapidly, especially in developed countries. Various bakery has been awarded the top brand award from Indonesia. Diamond is a minimarket located on the ground floor Palembang Trade Center (PTC). One very interesting thing every weekend, namely Sari Roti doing this form of promotion by providing free smear jam on consumers. This study aims to determine the effect of brand image, price, and quality of product to the purchase decision process sari roti at Diamond, Palembang Trade Cemter(PTC). Sampling was done by purposive sampling. This study took a sample of 96 people to be used as a study. Data analysis technique used is quantitative data analysis techniques, some of the tests, such as validity, reliability, classic assumption test, multiple linear regression test, t test, F test, test the coefficient of determination, and test the correlation coefficient. The results of this study indicate that the hypothesis is accepted, namely Variable brand image, price, and quality of products influence the purchase decision process. Keywords : brand image , price, product quality , purchase decision process

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords : brand image; price; product quality; purchase decision process
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 24 May 2022 12:58
Last Modified: 24 May 2022 12:58
URI: http://eprints.ukmc.ac.id/id/eprint/7908

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