PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN CHATIME DI PURWOKERTO (Studi Pada Mahasiswa di Purwokerto)

ALKAUTSARI, TASYA HANUN (2022) PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN CHATIME DI PURWOKERTO (Studi Pada Mahasiswa di Purwokerto). S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study was to analyze the effect of product quality, promotion, and brand image on the purchasing decisions of Chatime in Purwokerto. The samples in this study were students at the Muhammadiyah University of Purwokerto, Jenderal Sudirman University and UIN Prof. KH. Saifuddin. Zuhri who has consumed and bought chatime. The sampling technique used is non probability sampling. The number of samples in this study were 110 respondents. The results of the study revealed that the product quality variable had a positive and significant effect on purchasing decisions, the promotion variable had a positive and significant effect on purchasing decisions, and brand image had no positive and significant effect on purchasing decisions.

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