Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Mascara Maybelline (Studi kasus Pada Mahasiswi Fakultas Ekonomi Universitas Kadiri)

Saputri, Ferdiana Septiana (2020) Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Mascara Maybelline (Studi kasus Pada Mahasiswi Fakultas Ekonomi Universitas Kadiri). Skripsi thesis, Universitas Kadiri.

[img] Text
Halaman Awal.pdf
Download (439kB)
[img] Text
Abstrak.pdf
Download (151kB)
[img] Text
BAB I.pdf
Restricted to Repository staff only
Download (199kB)
[img] Text
Daftar Pustaka.pdf
Download (198kB)

Abstract

This study aims to determine the effect of Brand Image and Product Quality variables on purchasing decisions on university economics college students attending. The population in this study were students of the university's economics faculty who used mascara maybelline from the class of 2016 - 2019 with 76 respondents, because less than 100 then the whole was taken to be sampled. Methods of data analysis using the questionnaire validity and reliability test, multiple regression analysis, f test and t test and the coefficient of determination (R2). From the test results obtained simultaneous Brand Image and Product Quality variables have a positive and significant effect on consumer decisions with a value of f arithmetic 22.625> 2.73 (f table) and a significance value of 0.000. Partially Brand Image and Product Quality have a positive effect on consumer purchasing decisions with a value of tcount 1.764> 1.666 and 5.850> 1.666. R square value of 0.380 means that 38% of the purchase decision factors can be explained by Brand Image and product quality. While 62% is explained by other factors not examined in this study. Keywords: Brand Image, product quality and purchasing decision

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Prodi Manajemen S1
Depositing User: NR Nurul Huda
Date Deposited: 26 Jan 2022 07:33
Last Modified: 26 Jan 2022 07:33
URI: http://repository.unik-kediri.ac.id/id/eprint/244

Actions (login required)

View Item View Item
Unik Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.