Muhammad Bismo, Suryo Baskoro (2023) SKRIPSI: Pengaruh Brand Image, Harga dan Kualitas Produk terhadap Keputusan Pembelian Air Mineral Merek Le Minerale di Kabupaten Gunungkidul. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This research aims to analyze the influence of Brand Image, Price and Product Quality on Purchase Decisions of Le Minerale Brand Mineral Water in Gunungkidul Regency. The population in this study were people in Gunungkidul Regency who had purchased and consumed Le Minerale brand mineral water. The sample in this study was 143 samples. The data collection technique uses a questionnaire with Likert scale measurements and uses a purposive sampling technique. This research uses multiple linear regression analysis. The results of this research show: (1) Brand image has no effect on purchasing decisions, (2) Price has no effect on purchasing decisions, (3) Product quality has an effect on purchasing decisions.
| 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: | 07 Jun 2024 03:34 |
| Last Modified: | 07 Jun 2024 03:34 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/534 |
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