ANMI, ANIFAH ANSICH (2022) PENGARUH KUALITAS PRODUK, CITRA MEREK, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI C’ BEZT CHICKEN TEGAL BESAR JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

ABSTRACT This study aims to determine the partial and simultaneous effect of the variables of Product Quality, Brand Image, Promotion and Price on Consumer Purchase Decisions of C'Bezt Chicken Tegal Besar Jember. The data used in this study are primary data in the form of data from questionnaires and secondary data in the form of a description of the object of research obtained directly from C'Bezt Chicken Tegal Besar Jember. The data processing method in this study uses the Research Instrument Test Analysis method, namely 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. Results The research shows that the Product Quality, Brand Image and Price variables partially have no significant and positive effect on consumer purchasing decisions of C' Bezt Chicken Tegal Besar Jember and Promotional variables partially have a significant and positive effect on consumer purchasing decisions of C' Bezt Chicken Tegal Besar Jember, and Simultaneously the variables of Product Quality, Brand Image, Promotion and Price affect the Consumer Purchase Decision of C' Bezt Chicken Tegal Besar Jember Keywords: Product Quality, Brand Image, Promotion, Price, and Purchase Decision .

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HG Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 01:52
Last Modified:	08 Feb 2025 01:53
URI:	http://repo.itsm.ac.id/id/eprint/745

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