Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Roti Sari Roti (Studi Kasus Pada Minimarket di Kecamatan Kalidoni Palembang)

Pratama, M.Rizky and Septayuda, Irwan (2017) Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Roti Sari Roti (Studi Kasus Pada Minimarket di Kecamatan Kalidoni Palembang). Seminar Nasional Ekonomi dan Bisnis Global Competitive Advantage, 1 (1). pp. 375-382. ISSN 978-602-74335-3-3

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Abstract

The purpose of this research is To know the influence of brand image and product quality to decision of sari bread extract (case study at minimarket in district kalidoni) As for the sample in this study are buyers and consumers of sari bread in Palembang who have bought bread sari bread that the sample amount is 100 people. While the data analysis used is linear regression analysis. From the results of the research shows that brand image variables significantly influence the purchase decision of 1,661 and product quality variables significantly influence the purchase decision of -0.880. Meaning brand image is more influential than the quality of the product to the purchase decision. While the product quality and brand image has a relationship of 74.1%, while the rest is influenced by other factors. In Test F it is seen that F arithmetic> Ftable or 35.260> 4.24 in other words that the brand image and product quality influence together to the decision of purchasing sari bread in Palembang Keywords: brand image, product quality and purchasing decisions

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Education
Depositing User:	Mr Irwan Septayuda
Date Deposited:	17 Nov 2018 02:33
Last Modified:	17 Nov 2018 02:33
URI:	http://eprints.binadarma.ac.id/id/eprint/3883

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