Pengaruh kualitas produk, citra merek, kualitas pelayanan, dan promosi terhadap keputusan pembelian pada produk laptop Asus di kota Palembang (studi pada masa pandemi COVID-19)

Hasanudin, Rifan (2022) Pengaruh kualitas produk, citra merek, kualitas pelayanan, dan promosi terhadap keputusan pembelian pada produk laptop Asus di kota Palembang (studi pada masa pandemi COVID-19). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to prove and analyze the effect of product quality, brand image, service quality and promotion on purchasing decisions for Asus laptops in Palembang city. The data used in this study is primary data obtained through distributing questionnaires via google form and secondary data obtained through social media and news related to Asus laptops. The population in this study is all people who buy Asus laptops in Palembang City. The sample in this study amounted to 100 respondents who have met the criteria by using purposive sampling technique. The analytical tool used in this study was the multiple linear regression analysis. The results of this study indicate that product quality, brand image, service quality, and promotion have a positive and significant effect on purchasing decisions.

Keywords: Product Quality, Brand Image, Service Quality, Promotion, Purchasing Desicion

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Product Quality, Brand Image, Service Quality, Promotion, Purchasing Desicion
Subjects: T Technology > T Technology (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 1803 not found.
Date Deposited: 25 Feb 2022 10:17
Last Modified: 04 Mar 2022 04:54
URI: https://eprints.ukmc.ac.id/id/eprint/7161

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