Wardani, Anisa Setyo (2026) PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION AZARINE SUNSCREEN DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the influence of Brand Image and Product Quality on Purchase Decisions for Azarine Sunscreen products in Surabaya. This study used a quantitative approach with data collection through an online questionnaire. The research sample was determined using purposive sampling, including 96 respondents who had purchased and used Azarine Sunscreen products in Surabaya. Data analysis was performed using Structural Modeling-Partial Least Squares (SEM-PLS). The results of the study indicate that Brand Image and Product Quality have a positive and significant influence on consumer Purchase Decisions. These findings indicate that both variables play an important role in increasing consumer interest in purchasing Azarine Sunscreen products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) 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 and Business > Departement of Management | ||||||||
| Depositing User: | Anisa Setyo Wardani | ||||||||
| Date Deposited: | 26 Jan 2026 07:01 | ||||||||
| Last Modified: | 26 Jan 2026 07:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48769 |
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