PENGARUH CITRA MEREK KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC (Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto)

NURALFAENI, GINA RAMADHANTI (2023) PENGARUH CITRA MEREK KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC (Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

The study aims to analyze the effect of brand image, product quality, and innovation product on purchase decision. The sample selection was conducted using purposive sampling method. The number of samples is 110 respondents with several criteria that have been determinated. Collecting data using a questionnaire.This research use multiple linear regression analysis with the SPSS analysis tool. The results showed that simultaneously brand image, product quality, and innovation product have significant positive effect on purchase decision. Then, brand image, product quality, and product innovation partially have a significant positive effect on purchase decision.

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