Firjatullah, Syekh Arsha (2024) Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Helm KYT di Lumajang. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
Nowadays, helmets are essential safety equipment for all motorcyclists, both for daily and professional use. Amidst the rapid development of the automotive industry and increasing public awareness of the importance of road safety, competition among helmet manufacturers is intensifying. KYT helmets, as a leading local brand, experienced a decline in market share from 2021 to 2024. Therefore, the researcher formulated the following research question: do brand image and product quality influence purchasing decisions This study aims to analyze the influence of brand image and product quality on purchasing decisions for KYT helmets in the Lumajang area. The sample in this study was 91 respondents residing in the Lumajang area and KYT helmet users. The method used in this study was the GForm model. The analysis technique used was PLS (Partial Least Squares). The results of this study indicate that product quality has a significant positive effect on purchasing decisions for KYT helmets in Lumajang, and brand image also has a significant positive effect on purchasing decisions for KYT helmets in Lumajang. Keywords: Product Quality; Brand Image; Purchasing Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | syekh arsha Firjatullah | ||||||||
| Date Deposited: | 21 Jul 2025 06:51 | ||||||||
| Last Modified: | 21 Jul 2025 06:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40257 |
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