PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI ROTI KHASANAH SARI CABANG DUKUH ZAMRUD

Pratama, Januar Yudha (2025) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI ROTI KHASANAH SARI CABANG DUKUH ZAMRUD. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The purpose of this study was to determine the effect of brand image, price and product quality on interest in buying bread Khasanah Sari branch of Hamlet Emerald. The research method used is descriptive quantitative. The sample used in this study as many as 100 respondents to potential consumers who are interested, willing and willing to buy products from Khasanah Sari branch of Dukuh Zamrud. In this study using puposive sampling method. Data analysis using multiple linear regression analysis with SPSS version 25. In this study showed regression coefficients (β1) brand image variables worth 0.428, (β2) price variables worth 0.373 and (β3) product quality variables worth 0.094. The results of this study also showed that brand image has a significant effect on buying interest, with the results of t-count of 2,709 greater than t-table of 1,660 with a significance level of 0.008 smaller than 0.05. Price variables have a significant effect on buying interest, with the results of t-count of 2,646 greater than t-table of 1,660 with a significance of 0.010 smaller than 0.05. Then the variable product quality has no significant effect on buying interest, with the results of t-count of 1.026 is smaller than t-table of 1.660 with significance of 0.307 is greater than 0.05. There is a significant effect simultaneously between the independent variables, namely brand image, price and product quality to the dependent variable is the interest in buying bread khasanah sari branch Hamlet emerald with f-count value of 33,437 greater than the value of f-table (a = 0.05 df = 3 df2= 96) = 2.70 and the significance of 0.000 less than 0.05. The results of the coefficient of determination showed a relationship between the independent variable and the dependent variable with the interpretation of the coefficient is 0.715 and the value of R square of 0.511.

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