PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Empiris pada Pelanggan Rocket Chicken Purwokerto)

ARIFANI, RAMA GALIH (2022) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Empiris pada Pelanggan Rocket Chicken Purwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

The purpose of this research is to analyze the effect of brand image, product quality and price on purchasing decisions of Rocket Chicken Purwokerto. The population of this research is all customers of Rocket Chicken Purwokerto. The sampling technique uses a non-probability sampling technique with a purposive sampling method. The number of samples is 110 respondents with several criteria that have been required. Data collection using a questionnaire. The results of the study show that brand image, product quality and price simultaneously influence purchasing decisions. Brand image partially has a significant positive effect on purchasing decisions. Product quality partially has a significant positive effect on purchasing decisions. Price partially has not a significant negative effect on purchasing decisions.

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