ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT PEMBELIAN ULANG PRODUK TAS WANITA SOPHIE PARIS DI KOTA PALEMBANG

Untari, Renata Restu Novi Dwi (2019) ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT PEMBELIAN ULANG PRODUK TAS WANITA SOPHIE PARIS DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study recommends examining the effect of product image and quality on the purchase of sophie paris women's handbag in Palembang. The population in this study were all residents of the city of Palembang and used Sophie Paris women's handbag products. The sample in this study was determined using the purposive sampling method. The research sample obtained by 100 respondents. The results of multiple linear regression showed a positive and significant brand image and product quality on the purchase intention of Sophie Paris women's handbag products in the city of Palembang. Keywords: Brand Image, Product Quality and Repurchase Intention.

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