Pengaruh Persepsi Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Produk Bahan Bakar Shell di Surabaya

Wardhana, Radithya Satria (2025) Pengaruh Persepsi Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Produk Bahan Bakar Shell di Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.

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Abstract

The intense competition in the fuel (BBM) industry requires every company to improve product quality and brand image to attract consumer interest. This study aims to analyze the influence of Product Quality Perception and Brand Image on the Purchase Decision of Shell fuel in Surabaya City. The method used is quantitative research with a purposive sampling technique involving 99 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that Product Quality Perception and Brand Image have a positive and significant effect on the Purchase Decision of Shell fuel in Surabaya. Keywords: Product Quality Perception; Brand Image; Purchase Decision; Shell.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Fitriyah, Zumrotul NIDN0718128001 zumrotulfitriyah.mnj@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions:	Faculty of Economic and Business > Departement of Management
Depositing User:	Radithya Satria Wardhana
Date Deposited:	05 Dec 2025 06:50
Last Modified:	05 Dec 2025 07:23
URI:	https://repository.upnjatim.ac.id/id/eprint/47996

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