Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek Terhadap Keputusan Pembelian Lapis Kukus Pahlawan Surabaya di Wadungasri Sidoarjo. (The Influence of Product Quality, Price Perception and Brand Image on Purchase Decisions for Surabaya Hero Steamed Lapis in Wadungasri Sidoarjo).

Sa’adah, Mamluk Atus (2023) Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek Terhadap Keputusan Pembelian Lapis Kukus Pahlawan Surabaya di Wadungasri Sidoarjo. (The Influence of Product Quality, Price Perception and Brand Image on Purchase Decisions for Surabaya Hero Steamed Lapis in Wadungasri Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The purpose of this study was to describe the effect of product quality, price perception, and brand image on purchasing decisions for Lapis Kukus Pahlawan Surabaya at Wadungasri Sidoarjo. The variable of this research is the people of Wadung Asri, Waru District, Sidoarjo Regency who were once consumers of steamed lapis in Surabaya. The data used in this study are the results of answers from samples that have been distributed to consumers of Lapis Kukus Surabaya. To answer and describe the results of the conceptual framework, researchers used three approaches including direct marketing, product quality, and product quality. The analysis technique used in this study is multiple linear analysis techniques and this analysis uses the classical assumption test for testing the dependent variable. Hypothesis testing uses the (T) test, while the data analysis method used is the normality test, heteroscedasticity test, and multicollinearity test. The result of this study is that the perception of price and brand image has an influence on purchasing decisions by consumers. Based on the results of the analysis using the T test or partial test, the significance value of the Price Perception variable (X2) is 0.005 and the brand image variable (X3) is 0.000 <0.05. So it can be concluded that brand image with product quality has a significant influence on purchasing decisions. It is hoped that this research will be able to provide benefits to companies as a motivation for developing brand image and product quality being marketed, for the general public and readers that this research tells consumers that they are able to make purchasing decisions can be seen through two things, namely product quality and brand image in a product. In addition, it is hoped that this research can also be used as a relevant research for further studies. Keywords: Steamed Lapis Products, Quality, Perceived Price, and Brand Image

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