PENGARUH BRANDiIMAGE, KUALITAS PRODUK, DAN NOVASIiPRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARUNG MEREK WADIMOR (Studi padaiMahasiswaiProgramiStudi Manajemen Universitasi Muhammadiyah Purwokerto)

MIZAN, MIFTAHUL (2022) PENGARUH BRANDiIMAGE, KUALITAS PRODUK, DAN NOVASIiPRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARUNG MEREK WADIMOR (Studi padaiMahasiswaiProgramiStudi Manajemen Universitasi Muhammadiyah Purwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

The purpose of this study was to analyze brand image, product quality, and product innovation on purchasing decisions for Wadimor brand sarong. The population of this study were students of the Management study program at the University Muhammadiyah Purwokerto who had purchased and used the Wadimor brand sarong. The sampling technique used was non-probability sampling with purposive sampling method. The number of samples is 100 respondents with several criteria that have been required. Collecting data using a questionnaire. The results of regression analysis show that simultaneously brand image, product quality, and product nnovation on purchasing decisions, brand image partially has a significant positive effect on purchasing decisions, product quality partially has a significant positive effect on purchasing decisions, product innovation partially has a significant positive effect on decisions purchase

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