Annisaa, Sabrina Nur and M. Abdi Dzil Ikhram W, ,SE.,MM (2021) Analisis Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Clothing Brand Brienna). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengetahui pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian brand Brienna. Penelitian ini bersifat kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen Brienna yang pernah membeli produk Brienna. Ukuran sampel penelitian ini sebanyak 40 responden. Teknik sampling yang digunakan adalah sampling jenuh. Alat analisis yang digunakan dalam penelitian ini menggunakan metode regresi berganda. Hasil penelitian menunjukkan bahwa secara parsial variabel Brand Image (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y) dengan tabel coefficients menunjukkan nilai sig 0,008 < 0,05 dan Kualitas Produk (X2) berpengaruh signifikan terhadap Keputusan Pembelian (Y) dengan tabel coefficients menunjukkan nilai sig 0,012 < 0,05. Selanjutnya secara simultan Variabel Brand Image (X1) dan Kualitas Produk (X2) iv berpengaruh signifikan terhadap Keputusan Pembelian (Y) dengan tabel Anova menunjukkan nilai sig 0,000 < 0,05. Hasil kofiesien determinasi (R Square) bernilai 0,585 yang berarti kemampuan variabel independen menjelaskan variabel keputusan pembelian sebesar 58.5%. Hasil yang didapat pada penelitian adalah Brand Image dan Kualitas Produk berpengaruh terhadap Keputusan Pembelian baik secara parsial maupun simultan. Oleh karena itu produk Brienna harus lebih meningkatkan Brand Image dan menciptakan Kualitas Produk yang unggul sehingga Keputusan Pembelian konsumen terus meningka
English Abstract
This research was conducted to determine the effect of Brand Image and Product Quality on the Purchase Decision of the Brienna brand. This research is quantitative. The population in this study were all Brienna consumers who had bought Brienna products. The sample size of this study was 40 respondents. The sampling technique used is saturated sampling. The analytical tool used in this study uses the multiple regression method. The results showed that partially the Brand Image variable (X1) had a significant effect on Purchase Decision (Y) with the coefficients table showing a sig value of 0.008 <0.05 and Product Quality (X2) had a significant effect on Purchase Decision (Y) with the coefficients table showing the value sig 0.012 < 0.05. Furthermore, Brand Image Variables (X1) and Product Quality (X2) have a vi significant effect on Purchase Decisions (Y) with the Anova table showing a sig value of 0.000 <0.05. The result of the coefficient of determination (R Square) is 0.585, which means the ability of the independent variable to explain the purchase decision variable is 58.5%. The results obtained in the study are Brand Image and Product Quality have an effect on Purchase Decisions either partially or simultaneously. Therefore, Brienna products must further enhance the Brand Image and create superior product quality so that consumer purchasing decisions continue to increase
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020406 |
| Uncontrolled Keywords: | Brand Image, Kualitas Produk, Keputusan Pembelian, Brand Image, Product Quality, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 05 Jul 2022 03:42 |
| Last Modified: | 03 Oct 2024 08:36 |
| URI: | http://repository.ub.ac.id/id/eprint/191552 |
![[thumbnail of Sabrina Nisaa.pdf]](https://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
Sabrina Nisaa.pdf Download (4MB) |
Actions (login required)
 |
View Item |