The Effect of Product Quality, Price Perception and Brand Image on Purchase Decisions of Fried Indomie in North Mojokerto

Fidianto, Chandra Eka (2022) The Effect of Product Quality, Price Perception and Brand Image on Purchase Decisions of Fried Indomie in North Mojokerto. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

At this time, the need for instant food for the community has become a very common thing, given the increasing activity that is very dense, so that it has become one of the main choices for Indomie Goreng Noodles as a quick or instant dish. With affordable prices and also very quickly, people always use Indomie Goreng products. Seeing from various sides of society in North Mojokerto, The purpose of this study was to prove and analyze the effect of product quality, price perception, and brand image on the purchasing decision of Indomie Goreng in North Mojokerto. This research was carried out with a quantitative descriptive method using primary data obtained through interviews and research questionnaires. Respondents taken were 100 people from the North Mojokerto region using accidental sampling, which is a sampling technique based on chance, respondents who coincidentally meet with researchers and are considered suitable as data sources. The analysis technique in this study uses multiple linear regression analysis. From the results of this study, it is proven by the results of the effect of product quality, price perception, and brand image simultaneously influencing the purchasing decision of Indomie Goreng in North Mojokerto. This is evidenced by the value of fcount > ftable which is 1659.614 > 2.14 with a significance of 0.000 < 0.05. Keyword: Product Quality, Price Perception, Brand Image, Purchase Decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Produk, Persepsi Harga, Citra Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1211800211 Chandra Eka Fidianto
Date Deposited:	10 Oct 2022 07:11
Last Modified:	10 Oct 2022 07:11
URI:	http://repository.untag-sby.ac.id/id/eprint/18836

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