SIMPLISIUS, SADANG (2022) PENGARAUH CITRA MEREK, KUALITAS PRODUK, FITUR PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI TOKO EIGER THE REAL ADVENTURE JEMBER. Skripsi thesis, STIE Mandala.
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Abstract
ABSTRACT This study aims to determine the partial and simultaneous influence of Brand Image, Product Quality, Product Features and Product Design on Purchase Decisions at Eiger The Real Adventure Jember Store. The data used in this study are primary data and secondary data. This research uses quantitative research. Methods of data collection using observation, questionnaires, documentation and literature study. The sample used in this research is purposive sampling. Respondents taken in this study were consumers of the Eiger The Real Adventure Jember Store who were over 17 years old. The data analysis method uses the analysis method. Data instruments are: Validity Test and Reliability Test, Classical Assumption Test, namely: Normality Test, Multicollinearity Test, and Heteroscedasticity Test, Multiple Linear Regression, Coefficient of Determination Analysis and Hypothesis Testing, namely: T Test and F Test with the help of SPSS analysis tool version 25 bit 32. The results of this study indicate that the variables of Brand Image, Product Quality and Product Design partially have no significant and positive effect on Purchase Decisions at Eiger Store The Real Adventure Jember. While the Product Features variable has a significant and positive effect on Purchase Decisions at the Eiger Store The Real Adventure Jember. And simultaneously the variables of Brand Image, Product Quality, Product Features and Product Design have a significant and positive effect on Purchase Decisions at the Eiger Store The Real Adventure Jember. Keywords: Brand Image, Product Quality, Product Features, Product Design and Purchase Decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | Handoko Triharso |
| Date Deposited: | 08 Feb 2025 02:01 |
| Last Modified: | 08 Feb 2025 02:01 |
| URI: | http://repo.itsm.ac.id/id/eprint/770 |
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