PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SANDAL CARVIL DI TOKO SABALALA

MUHAMMAD YUSUF EFFENDY, MUHAMMAD YUSUF EFFENDY (2019) PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SANDAL CARVIL DI TOKO SABALALA. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Effendy, Muhammad Yusuf, 2018. Pengaruh Harga, Citra Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Sandal Carvil di Toko Sabalala. Skripsi/ tugas akhir, Program Studi Manajemen Pemasaran, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Budi Utami, SE., MM Pembimbing II : Rika Dwi Harsasi, SE., M.SM The rise of slippers products in Indonesia clearly creates competition between one producer and another, we can see with the various brands on the market. This has led to increasing competition and to stay afloat requires a good strategy, one of which is by making competitive advantage through a position in the market. In this study, the object under study was the Carvil Brand slippers at Sabalala Shop. The purpose of this study was to determine the effect of price, brand image and product quality on purchasing decisions. This type of research is descriptive research using a quantitative approach. Researchers used Saturated Sampling as a technique for determining samples because the sample amounted to 120 people. Data collection methods came from questionnaires, interviews, literature studies and internet research and the results of the analysis were tested using the SPSS Version 22 Program. From the results of the study showed that the value in the price variable is 2.500> 1.980. (2), the Brand Image variable is 2.328> 1.980. (3) Product Quality Variables are 2.518> 1.980, meaning that price, brand image and product quality have a positive and significant effect on purchasing decision. From the results of multiple linear regression test, the value of Y1 = 3,254 + 0,375 X1 + 0, 284 X2 + 0, 489 X3 can be concluded that all independent variables have a positive and significant effect on purchasing decisions. Keywords: price, product quality, brand image, purchasing decision.

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