SKRIPSI: Pengaruh Citra Merek, Kualitas Produk, dan Store Atmosphere terhadap Keputusan Pembelian Produk Fashion di Matahari Departement Store Yogyakarta

Nurintan, Fitrianggita (2026) SKRIPSI: Pengaruh Citra Merek, Kualitas Produk, dan Store Atmosphere terhadap Keputusan Pembelian Produk Fashion di Matahari Departement Store Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the influence of brand image, product quality, and store atmosphere on purchasing decisions for fashion products at Matahari Department Store Yogyakarta. The data collection method was conducted by survey through the distribution of online questionnaires using Google Forms. The population in this study were consumers of Matahari Department Store in Yogyakarta. The sampling technique used non-probability sampling with a purposive sampling approach, and the number of samples obtained was 115 respondents. The results showed that brand image, product quality, and store atmosphere had a positive and significant influence on purchasing decisions for fashion products at Matahari Department Store Yogyakarta.

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:	STIM YKPN Yogyakarta > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	13 Jul 2026 01:55
Last Modified:	13 Jul 2026 01:55
URI:	http://repository.stimykpn.ac.id/id/eprint/701

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