Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Merek Colorbox Cabang Lippo Plaza Jember Pada Mahasiswi Politeknik Negeri Jember

Varadistika, Fania (2026) Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Merek Colorbox Cabang Lippo Plaza Jember Pada Mahasiswi Politeknik Negeri Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to analyze and empirically demonstrate how brand image, product quality, and price influence consumers' purchasing decisions. The study focused on female students at Jember State Polytechnic who use Colorbox products. The data used to conduct this study involved 40 female students, selected using purposive sampling and collected through a questionnaire distributed via g-form. The results of this study demonstrate that brand image, product quality, and price have a positive and significant influence on purchasing decisions. The findings of this study provide recommendations for Colorbox to maintain consistency and further enhance its brand image, product quality, and pricing to further attract customers.

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