SKRIPSI: Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Hand Sanitizer Dettol di DIY

Dian Astra, Adiasaimani (2022) SKRIPSI: Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Hand Sanitizer Dettol di DIY. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of price, product quality, and brand image on purchasing decisions for Hand Sanitizer Dettol in DIY. The sampling method uses purposive sampling, with 100 respondents. Data analysis method use in this research in multiple linear regression analysis method. Based on the results of the test in can be seen that the price variable has a positive and significanct effect on the purchase decision with a significanct level of 0.006, the product quality variable has a positive and significanct effect on the purchase decision with a significanct level of 0.011, and the brand image variable has a positive and significanct effect on the purchase decision with a significanct level of 0,000. From the analysis of the coefficient of determination can be explained that price, product quality, and brand image affect the purchasing decision of Hand Sanitizer Dettol in DIY by 74,3%, while the remaing 25,7% is influenced by other variables outside this research model.

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