Huwae, Evanitus (2025) Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Mixue Ice Cream & Tea Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to examine the effect of brand image, price, and product quality on purchasing decisions for Mixue Ice Cream & Tea in Surabaya. This study uses quantitative methods with data collection through questionnaires distributed to respondents who buy and consume Mixue products. The data that has been obtained is then processed using SPSS. The results showed that brand image has a significant positive effect on purchasing decisions with a significant value of 0.002. Price has a significant positive effect on purchasing decisions with a significant value of 0.034. Product quality has a significant positive effect on purchasing decisions with a significant value of <0.001. Likewise for the simultaneous influence with a significant value of <0.001. Thus, this study concludes that brand image, price, and product quality partially and simultaneously influence purchasing decisions. Keywords: Brand Image, Price, Product Quality, Purchasing Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | EVANITIUS HUWAE |
| Date Deposited: | 30 Jun 2025 01:57 |
| Last Modified: | 30 Jun 2025 01:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13568 |
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