Anaqi, Iqbal (2024) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU SANDAL EIGER DI SURABAYA. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Along with the times, quite a lot of fashiom industries are competing strategies to attract consumers in making purchasing decisions. One of these strategies is to improve product quality and brand image that has its own characteristics and value in order to influence consumers in making purchasing decisions. This study aims to identify the effect of Product Quality and Brand Image on purchasing decisions for Eiger sandals in Surabaya. This research method uses quantitative methods. The sample collection technique uses non-probability sampling which is determined through purposive sampling. The criteria for respondents consisted of having purchased Eiger sandals, domiciled in Surabaya and respondents aged at least over 18 years. The sample determined amounted to 110 respondents and was distributed using google form. The data collected from respondents consisted of primary and secondary data. The analysis technique used in this research is Partial Least Square (PLS), which includes validity testing, reliability testing, and hypothesis testing. Based on the results of research data processing, it can be concluded that: (1) Product Quality has a positive effect on Purchasing Decisions. (2) Brand Image has a positive effect on Purchasing Decisions. Keywords: Product Quality; Brand Image; Purchase Decision Translated with DeepL.com (free version)
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Economics | ||||||||
| Depositing User: | sm iqbal anaqi suns | ||||||||
| Date Deposited: | 18 Sep 2024 07:35 | ||||||||
| Last Modified: | 18 Sep 2024 07:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29475 |
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