Sakdiyah, Halimatus (2022) The Effect of Product Quality, Price Perception, and Brand Image on the Purchase Decision of Skin Care Products in Management Students University 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to determine the effect of product quality, price perception, and brand image on purchasing decisions of skin care products. The population in this study were all students of the Faculty of Economics and Business, especially the 2018 class of management study program at the University of 17 August 1945, Surabaya who were active. The sampling technique used was a saturated sample, namely Management Study Program students class 2018 semester University 17 August 1945 Surabaya who collected 115 active. Collecting data in the study through the distribution of questionnaires conducted online via google form. In the study during the distribution of questionnaires respondents who answered as many as 80 respondents. Results Based on research obtained from multiple linear regression analysis found Y = -3,581 0,185X1 0,391X2 0,277X3 e. The results of the hypothesis F Product Quality (X1), Price Perception (X2), Brand Image (X3) simultaneously have a significant influence on the Purchase Decision variable (Y). The results of the t-test hypothesis test indicate that the variables of Product Quality (X1), Price Perception (X2), and Brand Image (X3) have a positive and significant influence on Purchase Decisions. Keywords: Produt 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: | 1211800081 Halimatus Sakdiyah |
| Date Deposited: | 11 Oct 2022 06:51 |
| Last Modified: | 11 Oct 2022 06:51 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/18786 |
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