PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN NESTLE PURE LIFE PADA MAHASISWA UNIVERSITAS TARUMANAGARA JAKARTA

Lousha, Flouresya (2013) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN NESTLE PURE LIFE PADA MAHASISWA UNIVERSITAS TARUMANAGARA JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study was conducted to investigate the effect of brand image and product quality on the consumer’s purchase decision. The population of this research were students of Tarumanagara University in Jakarta. The sampling frame was limited to those of the Economic Faculty. The non-probabilistic convenience sampling method was used in this research. The method of data collection was conducted by distributing questionnaires to 100 respondents. The technique of data analysis used was the multiple regression analysis. The findings of this research showed that purchase decision is positively and significantly affected by Product Quality.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 07 May 2021 07:09
Last Modified: 19 May 2023 01:32
URI: http://repository.untar.ac.id/id/eprint/28589

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