Islamadieni, Alifia Mutiara Haq (2021) Pengaruh Kualitas Produk, Harga Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Di J.Co Donuts & Coffee Jember Skripsi. Diploma thesis, Politeknik Negeri Jember.
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Abstract
This research is motivated by the increasing number of new food stalls that are present, one of which is donut products. The company that produces donuts in the city of Jember is J.CO Donuts & Coffee. This study aims to analyze and examine the effect of product quality, price and brand image on consumer purchasing decisions at J.CO Donuts & Coffee Jember. The population in this study were all consumers who bought donut products with a sample of 40 respondents. The analytical tool used in this study is multiple linear regression analysis with the help of SPSS 22.00. The results of this study can be concluded that the variable product quality (X1), price (X2) and brand image (X3) simultaneously have a significant effect on consumer purchasing decisions (Y) at J.CO Donuts & Coffee Jember. Partially the results of this study can be concluded that the variable product quality (X1) and brand image (X3) have a significant effect on consumer purchasing decisions (Y) at J.CO Donuts & Coffee Jember while the price variable (X2) has no significant effect on purchasing decisions ( Y) consumers at J.CO Donuts & Coffee Jember. The product quality variable (X1) is a variable that has a dominant influence on consumer purchasing decisions (Y) at J.CO Donuts & Coffee Jember. Keywords : Product Quality, Price, Brand Image, and Purchase Decision
| Item Type: | Thesis (Diploma) | ||||||
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| Uncontrolled Keywords: | Product Quality, Price, Brand Image, and Purchase Decision | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 576 - Manajemen Industri | ||||||
| Divisions: | Jurusan Manajemen Agribisnis > Prodi D4 Manajemen Agroindustri > Tugas Akhir | ||||||
| Depositing User: | Alifia Mutiara Haq Islamadieni | ||||||
| Date Deposited: | 31 May 2021 07:03 | ||||||
| Last Modified: | 02 Jun 2021 04:26 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/4874 |
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