Pengaruh citra merek dan kualitas produk Cimory Yogurt terhadap keputusan pembelian pelanggan (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya)

Hastama, Abhista Belva (2022) Pengaruh citra merek dan kualitas produk Cimory Yogurt terhadap keputusan pembelian pelanggan (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan guna mengenali bagaimana dampak pandangan merk serta mutu produk Cimory Yogurt pada ketetapan pembelian pelanggan (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya). Penelitian ini menggunakan mahasiswa aktif Angkatan 2018 hingga 2020 pada Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya sebagai ilustrasi dengan memakai (Metode purposive sampling) yaitu sebanyak 100 mahasiswa. Elastis independen dalam riset ini ialah citra merek dan mutu produk. Lalu variabel terikat dalam riset ini ialah ketetapan pembelian. Metode kajian informasi yang dipakai merupakan teknik kajian regresi linier berganda dengan prosedur SPSS dan diketahui persamaan regresi selaku berikut. Bersumber pada hasil kajian regresi linier berganda bisa disimpulkan kalau citra merek selaku parsial berdampak signifikan pada ketetapan pembelian, mutu produk selaku parsial berdampak pada ketetapan pembelian. Serta pandangan merk dan mutu produk bergerak selaku simultan berdampak signifikan pada ketetapan pembelian. Kata kunci : pandangan merk, mutu produk, ketetapan pembelian.   ABSTRACT This study aims to determine the effect of brand image and product quality of Cimory Yogurt on customer purchasing decisions (Study on students of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya). The sample used in this study were active students from the 2018 to 2020 class at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya using (purposive sampling method) as many as 100 students. The independent variables in this study are brand image and product quality. Then the dependent variable in this study is the purchase decision. The data analysis technique used is multiple linear regression analysis technique with SPSS program and the regression equation is known as follows. Based on the results of multiple linear regression analysis, it can be concluded that brand image partially has a significant effect on purchasing decisions, product quality partially affects purchasing decisions. As well as brand image and product quality move simultaneously significant effect on purchasing decisions. Keywords : brand image, product quality, purchasing decisions.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata kunci : pandangan merk, mutu produk, ketetapan pembelian. Keywords : brand image, product quality, purchasing decisions.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Abhista Belva Hastama UWKS
Date Deposited:	14 Apr 2022 02:47
Last Modified:	14 Apr 2022 02:47
URI:	http://erepository.uwks.ac.id/id/eprint/11564

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