Al' Amin, Venita Restu (2023) Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Pembalut Wanita Merek "Laurier" di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The diversity of sanitary napkin brands in Indonesia not only tightens competition between similar companies, but also confuses consumers in buying these products. In this study the authors analyze the effect. The purpose of this study was to determine the effect of brand image and product quality on Laurier's purchasing decisions in Surabaya. Look at Laurier products which are well-known brands and are included in the Top Brand Index category, but experience changes every year. The study used a quantitative method by distributing questionnaires online. Accidental sampling is the sampling method used in this study, where the number of respondents is obtained using the formula hair et. Al as many as 88 respondents. The data is processed using PLS. This study found that brand image and product quality can influence consumer purchasing decisions for Laurier brand sanitary napkins in Surabaya. Keywords: Brand image; buying decision ; product quality
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | VENITA RESTU AL' AMIN | ||||||||
| Date Deposited: | 05 Jun 2023 05:42 | ||||||||
| Last Modified: | 05 Jun 2023 05:42 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14469 |
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