Aqila Alya, Asmahani (2023) SKRIPSI: Pengaruh Brand Image, Brand Awareness, dan Product Quality terhadap Keputusan Pembelian Konsumen Uniqlo di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to determine the effect of Brand Image, Brand Awareness, and Product Quality on Consumer Purchasing Decisions of Uniqlo in Yogyakarta. In this study the sampling method used non-probability sampling with purposive sampling technique, with a total sample of 120 respondents. The data analysis method used in this study is validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, t test, multiple linear regression analysis, F test, coefficient of determination adjusted R square. The results of the study show that Brand Image has no effect on Uniqlo Consumer Purchasing Decisions in Yogyakarta, while Brand Awareness and Product Quality have a positive effect on Uniqlo Consumer Purchasing Decisions in Yogyakarta.
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 09 Jan 2024 04:33 |
| Last Modified: | 09 Jan 2024 04:33 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/496 |
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