AIDAH, UMU (2021) PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK JILBAB MEREK RABBANI (Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto). S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to test and analyze the variable brand image, product quality,
and product innovation on purchasing decisions for Rabbani brand hijab products
among students of the Muhammadiyah University of Purwokerto. The population in this
study were students of the Muhammadiyah University of Purwokerto who met the sample
criteria. The sample used in this study was 80 respondents. The data collection technique
used in this study was purposive sampling and data were obtained from respondents
using a research instrument using a questionnaire. The research method used in this
research is multiple regression analysis. The results showed that the variable brand
image, product quality, and product innovation simultaneously had a significant positive
effect on purchasing decisions. The partial analysis test results show that brand image
has no significant positive effect on purchasing decisions, product quality has a
significant positive effect on purchasing decisions, product innovation has a significant
positive effect on purchasing decisions.

Dosen Pembimbing:	IKHSANI, MASTUR MUJIB | nidn0401118703
Item Type:	Thesis (S1)
Uncontrolled Keywords:	Brand Image, Product Quality, Product Innovation, and Purchasing Decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User:	Iin Hayuningtyas
Date Deposited:	08 May 2023 08:50
Last Modified:	15 May 2024 06:43
URI:	http://repository.ump.ac.id/id/eprint/15544

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