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PENGARUH PROMOSI, HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH PROMOSI, HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN
 
Creator Haramaini, Nadwatul
Rachma, N.
Slamet, Afi Rahmat
 
Description ABSTRACTPurchasing decision is a consumer process when making a purchase. In this study will analyze the influence of promotion, price, brand image and quality of product to the decision of purchasing case studies on the consumer shop Donatello Jl. Kawi Malang. This method of analysis is to use a double linear regression analysis of hypothesis testing using T (partial) tests and F (simultaneous) tests.n Simultaneous hypothesis test results show that the promotion, price, brand image and product quality are simultaneously influential to the purchase decision. While the partial indicates that the price is positive and it is significant, the promotion and brand image has a positive influence but not significant but the quality of product has negative influence and insignificant.Keywords: Purchase Decision, Promotion, Price, Brand Image, Product Quality.
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-08-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4633
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 8 No. 18 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4633/4207
 
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