Influence of Product Quality, Price Perception and Brand Image on Hair Care Product Purchase Decision in Management Student of University 17 Agustus 1945 Surabaya

Liemubun, Herlina (2022) Influence of Product Quality, Price Perception and Brand Image on Hair Care Product Purchase Decision in Management Student of University 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

This study aims to explain the effect of product quality, price perception and brand image on purchasing decisions for hair care products for management study program students, University of 17 Agustus 1945, Surabaya. This study used a sample of 72 respondents and the method used in this study was quantitative. Data was collected through distributing questionnaires using google form. The data analysis technique used is validity test, reliability test, classical assumption test, multiple linear regression analysis and coefficient of determination analysis. The hypothesis test used is t test and F test. The analytical tool used in this study is SPSS version 25. Based on the results of the study, it shows that the product quality, price perception and brand image variables simultaneously have a significant effect on the purchasing decision variables. Keywords: Product Quality, Price Perception, Brand Image and Purchase Decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Citra Merek dan Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800071 Herlina Liemubun
Date Deposited: 17 Oct 2022 02:34
Last Modified: 17 Oct 2022 02:34
URI: http://repository.untag-sby.ac.id/id/eprint/18777

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