Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Produk Masker Sensi Duckbill pada Shopee di Surabaya pada Masa Pandemi Covid 19

Saputra, Farhan Arya (2022) Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Produk Masker Sensi Duckbill pada Shopee di Surabaya pada Masa Pandemi Covid 19. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.

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Abstract

The purpose of this study was to analyze product quality, brand image, and price on purchasing decisions of duckbill sensi mask products at shopee in Surabaya during the covid-19 pandemic. The sample of this study was using purposive sampling method. This research uses primary data in the form of a google form questionnaire which is distributed through social media. The data analysis technique is descriptive and statistical analysis using SPSS 26.0 software. The results of this study reveal that simultaneously product quality, brand image and price have a significant effect on purchasing decisions. Partially, product quality has a positive and significant effect on purchasing decisions. Brand image partially has no positive and significant effect on purchasing decisions. price partially has a positive and significant effect on purchasing decisions. Keywords: Product Quality, Brand Image, Price, Purchase Decision, Sensi Duckbill Mask, Shopee

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: FARHAN ARYA SAPUTRA
Date Deposited: 06 Jun 2022 04:11
Last Modified: 06 Jun 2022 04:11
URI: http://eprints.perbanas.ac.id/id/eprint/9020

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