Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Bakso Kemon Cabang Cibitung - Bekasi.

Fitriani, Femi (2022) Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Bakso Kemon Cabang Cibitung - Bekasi. Sarjana (S1) thesis, Universitas Islam “45” Bekasi.

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Abstract

Femi Fitriani (41183402180168) The Effect of Brand Image, Product Quality and Price on Purchase Decisions at Bakso Kemon, Cibitung - Bekasi Branch. Pages + Tables + Pictures + Attachments Keywords: Brand Image, Product Quality, Price And Purchase Decision. The purpose of this study was to determine the effect of Brand Image, Product Quality and Price on purchasing decisions at Bakso Kemon, Cibitung - Bekasi Branch. The research method used is descriptive quantitative. The sample used in this study was 100 respondents from Bakso Kemon consumers who had visited and purchased the product at least two times, in this study using purposive sampling method. Data analysis used multiple linear regression analysis with SPSS version 26.0 program. In this study, the regression coefficient (β1) of the Brand Image variable is 0.337, (β2) the Product Quality variable is 0.175 and (β3) the Price variable is 0.129. The results of this study also show that Brand Image has a positive and significant effect on purchasing decisions, with the results of t count of 3.415 greater than t table 1.660 with a significance level of 0.001 less than 0.05. Product Quality variable has a positive and significant effect on purchasing decisions, with the results of t-count of 4.276 greater than t-table of 1.660 with a significance level of 0.000 less than 0.05. and the price variable has a positive and and not significant to the purchase decision, with a result of 1.674 greater than t table 1.660 with a significance level of 0.097 greater than 0.05. There is a simultaneous significant effect between the independent variables namely Brand Image, Product Quality and Price on the dependent variable, namely the purchase decision at the Bakso Kemon, Cibitung - Bekasi with a calculated F value of 76.957 > F table value (α = 0.05 df = 3 df2 = 96) = 2.70 and a significance value of 0,000 less than 0.05. The results of the coefficient of determination indicate a relationship between the independent variable and the dependent variable with the interpretation of the coefficient is 0.840 and the value of R square is 0,706. References : 52 (2010 – 2022)

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