DEANDRA, LINTANG AYU LAKSONO (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK, HARGA, PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA PT. AZZA KARUNIA JAYA JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This study aims to analyze the effect of product quality, brand image, price, promotion, and service quality on purchasing decisions at PT Azza Karunia Jaya. This research employs a quantitative approach using purposive sampling with a total of 60 respondents. Data analysis was conducted using multiple linear regression analysis. The results show that, partially, product quality, promotion, and service quality have a significant effect on purchasing decisions, while brand image and price do not have a significant effect. Simultaneously, product quality, brand image, price, promotion, and service quality have a significant effect on purchasing decisions. These findings indicate that improving product quality, enhancing promotional effectiveness, and purchasing decision. providing better service quality are key factors that should be prioritized by PT Azza Karunia Jaya to increase consumers’ purchasing decisions. Keywords: product quality, brand image, price, promotion, service quality,
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:05 |
| Last Modified: | 17 Apr 2026 09:05 |
| URI: | http://repo.itsm.ac.id/id/eprint/1726 |
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