PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK ADIDAS DI KOTA PALEMBANG

Tanjaya, Mikael Abdisa (2019) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK ADIDAS DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the effect of Product Quality and Brand Image on
Purchasing Decisions of Adidas Sport shoes in the city of Palembang. The population
in this study were all consumers in Palembang who used Adidas brand sport shoes.
The number of samples in this study were 100 respondents and there were 4
respondents who could not be used so in this study the number of samples used was
96 respondents. The sampling technique in this study is non-probability sampling
using purposive sampling, namely the sampling technique with certain
considerations. Hypothesis testing uses the method of multiple linear regression
analysis with the help of SPSS 20. The results showed that the Product Quality and
Brand Image variables significantly influenced the Purchase Decision of Adidas
brand sport shoes in the city of Palembang.

Keywords: Product Quality, Brand Image, Purchasing Decisions.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Product Quality ; Brand Image ; Purchasing Decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Yohana Fransiska Auliani
Date Deposited: 19 Dec 2022 02:39
Last Modified: 19 Dec 2022 02:39
URI: https://eprints.ukmc.ac.id/id/eprint/9279

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