PERIK, Perik (2024) SKRIPSI: Pengaruh Keualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Konsumen Kopi Lokale di Kota Pontianak. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the influence of product quality, brand image, price on consumer purchasing decisions of local coffee in Pontianak city. In this writing using quantitative research with survey methods. This study uses a qualitative approach and survey methods, while data sources are taken using questionnaires distributed to respondents. The tests carried out in this study are Instrument Test, Basic Assumption Test, Classical Assumption Test and Hypothesis Test. The results of this study indicate that price has an effect on consumers, has been carried out in testing Product Quality Variables, Brand Image Variables and Price Variables on purchasing decisions of Local Coffee accepted by consumers in Pontianak city.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Ilmu Manajemen > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 03 Jun 2025 04:12 |
| Last Modified: | 03 Jun 2025 04:12 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/638 |
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