Cakrayuda, Sultan Syarif (2025) Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk Eiger di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
21042010093 - cover.pdf Download (2MB) |
|
Text (BAB 1)
21042010093 - bab 1.pdf Download (282kB) |
|
Text (BAB 2)
21042010093 - bab 2.pdf Restricted to Repository staff only until 19 May 2028. Download (357kB) | Request a copy |
|
Text (BAB 3)
21042010093 - bab 3.pdf Restricted to Repository staff only until 19 May 2028. Download (309kB) | Request a copy |
|
Text (BAB 4)
21042010093 - bab 4.pdf Restricted to Repository staff only until 19 May 2028. Download (775kB) | Request a copy |
|
Text (BAB 5)
21042010093 - bab 5.pdf Download (193kB) |
|
Text (DAFTAR PUSTAKA)
21042010093 - daftar pustaka.pdf Download (220kB) |
|
Text (LAMPIRAN)
21042010093 - Lampiran.pdf Restricted to Repository staff only Download (1MB) | Request a copy |
Abstract
In today's increasingly competitive business environment, companies must implement appropriate strategies to attract consumers and maintain their loyalty. Brand Image and Product Quality are two key factors that can influence consumer purchasing decisions. This study aims to determine the influence of Brand Image and Product Quality on the Purchase Decisions of Eiger products in Surabaya. The research adopts a quantitative approach using a survey technique, in which data were collected by distributing questionnaires to 156 respondents who had previously purchased Eiger products in Surabaya. The analysis method used is multiple linear regression.The results of the study show that the variables Brand Image (X1) and Product Quality (X2) simultaneously have a significant effect on Purchase Decision (Y), as evidenced by an F-value of 60.334, which is greater than the F-table value of 3.05, with a significance value of 0.001, which is less than 0.05. Partially, Brand Image has a positive and significant influence on Purchase Decision with a t-value of 2.378 > t-table value of 1.975 and a significance value of 0.019 < 0.05. Likewise, Product Quality has a positive and significant influence on Purchase Decision with a t-value of 8.003 > t-table value of 1.975 and a significance value of 0.001 < 0.05.The correlation coefficient (R) of 0.664 indicates a moderately strong relationship between the independent and dependent variables. Meanwhile, the coefficient of determination (R²) is 0.434, which means that 43.4% of the variation in Purchase Decision can be explained by Brand Image and Product Quality, while the remaining 56.6% is influenced by other variables outside the scope of this study. According to Chin (1998), an R² value of 0.434 is classified as having a moderate level of influence.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | sultan sultan syarif cakrayuda | ||||||||
| Date Deposited: | 20 May 2025 02:23 | ||||||||
| Last Modified: | 20 May 2025 02:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36343 |
Actions (login required)
 |
View Item |