Pengaruh citra merek dan persepsi kualitas produk terhadap keputusan pembelian sepatu vans di wilayah Surabaya Barat

Suprayogi, Jeffry Yulianto (2018) Pengaruh citra merek dan persepsi kualitas produk terhadap keputusan pembelian sepatu vans di wilayah Surabaya Barat. Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAKSI Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan persepsi kualitas produk terhadap pengambilan keputusan pembelian sepatu vans di wilayah surabaya barat. Analisis data menggunakan metode regresi linear berganda. Sampel penelitian ini sebanyak 100 responden. Pengambilan sampel dilakukan dengan metode Purposive Sampling. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas dan uji reliabilitas. Uji hipotesis dilakukan dengan menggunkan uji F, uji T dan uji koefisien determinasi (R2). Teknik analisis menggunakan analisis regresi linear berganda. Bedasarkan hasil dari penelitian dan pembahasaan terhadap data yang ada, pengaruh citra merek dan persepsi kualitas produk (X) berpengaruh signifikan terhadap pengambilan keputusan pembelian sepatu vans di surabaya barat (Y). Dari uji koefisien determinasi (R2) diperoleh hasil sebesar 0,441 yang artinya 44,1% Pengambilan Keputusan Pembelian Sepatu Vans di Wilayah Surabaya barat (Y) dipengaruhi oleh Citra merek dan Persepsi Kualitas Produk (X) Sedangkan sisanya sebesar 0,559 atau sebesar 55,9% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Pengaruh Citra Merek, Persepsi Kualitas Produk, Pengambilan Keputusan Pembelian ABSTRACTION This study aims to determine the effect of brand image and product quality perceptions on decision making of the purchase of vans shoes in the area of west surabaya. Data analysis using multiple linear regression method. The sample of this research is 100 respondents. Sampling was done by Purposive Sampling method. The test instrument used to test the instrument of this research in the form of validity and reliability test. Hypothesis test is done by using F test, T test and coefficient of determination test (R2). The analysis technique used multiple linear regression analysis. Based on the results of research and discussion of existing data, the influence of brand image and product quality perception (X) have a significant effect on the decision of purchasing of vans shoes in western surabaya (Y). From the test coefficient of determination (R2) obtained results of 0.441 which means 44.1% Decision Making Purchase Shoes Vans in West Surabaya (Y) is influenced by Brand image and Product Quality Perception (X) While the rest of 0,559 or 55,9% influenced by other variables not examined in this study. Keywords: Brand Image Impact, Product Quality Perception, Purchase Decision Making

Item Type: Thesis (Other)
Uncontrolled Keywords: Kata Kunci: Pengaruh Citra Merek, Persepsi Kualitas Produk, Pengambilan Keputusan Pembelian Keywords: Brand Image Impact, Product Quality Perception, Purchase Decision Making
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Jeffrey Yulianto
Date Deposited: 24 Sep 2018 01:42
Last Modified: 24 Sep 2018 01:42
URI: http://erepository.uwks.ac.id/id/eprint/2681

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