SYAIFULLOH, DEDE (2020) PENGARUH HARGA, KUALITAS PRODUK, INOVASI PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA RUMAH BATIK ROLLA JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

ABSTRACT This study aims to determine the effect of price, product quality, product innovation and lifestyle on purchasing decisions and its effect on brand image as an intervening variable in Rumah Batik Rolla Jember. The population in this study were consumers from Rumah Batik Rolla Jember. The sample used was 60 respondents who are consumers of Rumah Batik Rolla Jember. The sampling technique used is Purposive Sampling. The method of data analysis uses path analysis with the help of SPSS 23. Test used are data instrument test (validity and reliability test), classic assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple tess, coefficient of determination (R2), and hypothesis testing. The results showed that price and product innovation had no direct effect on brand image, while product quality and lifestyle had a direct effect on brand image. In addition, price, product quality, product innovation, lifestyle and brand image directly influence purchasing decisions. Price and product innovation do not have an indirect effect on purchasing decisions through brand image, while product quality and lifestyle have an indirect effect on purchasing decisions through brand image. Keywords: Price, Product Quality, Product Innovation, Lifestyle, Purchasing Decisions, Brand Image

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HG Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	16 Nov 2021 07:48
Last Modified:	16 Nov 2021 07:48
URI:	http://repo.itsm.ac.id/id/eprint/504

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