Indayani, Putri (2022) Analisis Komparasi Pengaruh Kualitas Produk, Brand Image dan Harga terhadap Keputusan Pembelian Produk Suweger dan Produk Haus di Surabaya (Comparative Analysis of the Effect of Product Quality, Brand Image and Price on Purchase Decisions for Suweger and Haus Products in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The development of marketing strategies is increasingly skyrocketing, making business people continue to implement the latest breakthroughs to make new invocations and fight other competitors. One of them is a contemporary drink. Contemporary drinks are a term used for innovative and popular drinks, both because of their unique flavors and characteristics. This study aims to find out whether there are differences in product quality, brand image, and price to the purchase decision between Suweger products and Haus products in Surabaya. This type of research uses quantitative research with a comparative approach. This study uses validity test analysis to find out whether the questionnaire is valid or not, reliability test to find out whether the questionnaire is reliable or not, similarity test, where the test is to find out whether or not there is a similarity between 2 variants and uses a difference test to find out whether there are differences from 2 groups. The results showed that on the product quality variable, there was a significant average difference between Suweger products and Haus products towards purchasing decisions, the brand image variable showed that there was no significant average difference between Suweger products and Haus products against purchasing decisions, price variability showed that there was a significant average difference between Suweger products and Haus products to purchasing decisions, and the purchase decision variable shows that there is a significant average difference between Suweger products and Haus products against purchasing decisions. Keywords : Brand Image, Product Quality, Price, Purchasing Decision
Item Type: | Thesis (Undergraduate) |
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Uncontrolled Keywords: | Brand Image, Kualitas Produk, Harga, Keputusan Pembelian |
Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JS Local government Municipal government |
Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
Depositing User: | 1121800018 Putri Indayani |
Date Deposited: | 07 Nov 2022 05:31 |
Last Modified: | 07 Nov 2022 05:31 |
URI: | http://repository.untag-sby.ac.id/id/eprint/17209 |
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