Wijaya, Arjuna Darma (2025) Pengaruh Brand Image, Digital Marketing Dan Product Quality Terhadap Keputusan Pembelian Produk Uniqlo Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
In the competitive fashion industry, brand image, digital marketing, and product quality are the main factors that influence consumer purchasing decisions. This study aims to analyze the influence of these three variables on purchasing decisions of Uniqlo products in Surabaya. This study uses a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to respondents who are Uniqlo customers in Surabaya. The analysis technique used is multiple linear regression with the help of SPSS software. The results of the study show that brand image, digital marketing, and product quality have a positive and significant influence on purchasing decisions. A strong brand image increases customer loyalty, an effective digital marketing strategy expands market reach, and good product quality strengthens consumer satisfaction. With these findings, the study is expected to be a reference for Uniqlo in developing more effective marketing strategies and improving product quality to maintain competitiveness in the Indonesian fashion market. Keywords: Brand Image, Digital Marketing, Product Quality, Purchasing Decisions, Uniqlo.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.404 - PROJECT MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | ARJUNA DARMA WIJAYA |
| Date Deposited: | 21 Mar 2025 01:21 |
| Last Modified: | 21 Mar 2025 01:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13264 |
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