Analisis Pengaruh Kualitas Produk, Harga, dan Brand Image Terhadap Keputusan Pembelian Produk Greenlight di Kabupaten Jember

Setyo hadi, M. Alza Tyan (2026) Analisis Pengaruh Kualitas Produk, Harga, dan Brand Image Terhadap Keputusan Pembelian Produk Greenlight di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to analyze the influence of product quality, price, and brand image on purchase decisions for Greenlight Product in Jember Regency. Using a causal quantitative method, a total of 50 respondents were selected by purposive sampling method as a data source by filling out a questionnaire, then the collected data were processed with multiple linear regression analysis. The results of partial testing (t- test) indicate that product quality does not have a significant effect (sig. value = 0.059). On the other hand, Price (with a significance of 0.001) and Brand Image (significance of 0.003) are proven to have a positive influence. Simultaneously (F- test), it is proven that the three variables have a significant impact on purchasing decisions, with the model's ability to explain the phenomenon by 40.5%

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