Pengaruh Brand Image, Brand Identity dan Kualitas Produk Terhadap Keputusan Pembelian Produk Batik Khas Daerah Tanjung Bumi Kabupaten Bangkalan. (The Influence of Brand Image, Brand Identity and Product Quality on the Purchase Decision of Batik Products Typical of the Tanjung Bumi Region, Bangkalan Regency).

Soleh, Mohamad (2022) Pengaruh Brand Image, Brand Identity dan Kualitas Produk Terhadap Keputusan Pembelian Produk Batik Khas Daerah Tanjung Bumi Kabupaten Bangkalan. (The Influence of Brand Image, Brand Identity and Product Quality on the Purchase Decision of Batik Products Typical of the Tanjung Bumi Region, Bangkalan Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

As the legacy of this precursor nation, batik has been designated by UNESCO who has confirmed batik as a masterpiece of oral and intangible humanitarian heritage to Indonesia. As a cultured nation, the Indonesian nation is obliged to maintain the preservation of this batik culture. Madura batik is a form of cultural art that emerged from the local wisdom of the Madurese people. This batik is also in great demand and popular among local and international consumers. Many people are still not familiar with the various batik motifs in Indonesia. One of them is Batik Madura. Madura batik itself is produced in every district, namely Bangkalan, Sampang, Pamekasan and Sumenep. Each of these areas has different characteristics and styles, for example Tanjung Bumi Bangkalan batik has various patterns and bright colors because it is included in the coastal batik category. The formulation of the problem in this study is the influence of brand image, brand identity and product quality on purchasing decisions on typical batik products from Tanjung Bumi, Bangkalan Regency. The purpose of this study is to determine the effect of brand image, brand identity and product quality on purchasing decisions. This research method uses quantitative research methods with associative research types. The population in this study were all consumers who bought typical batik products from the Tanjung Bumi area, Bangkalan Regency, with a total sample of 100 respondents. The method of data analysis in this study was using multiple linear regression analysis, R2 determination test, and hypothesis testing (F test and t test). The results of this study indicate that brand image and brand identity do not have a positive and significant effect on purchasing decisions, while product quality has a positive and significant effect on purchasing decisions both partially and simultaneously on purchasing decisions.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Image, Brand Identity, Product quality and Purchase Decision.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121800090 Mohamad Soleh
Date Deposited: 14 Oct 2024 07:11
Last Modified: 14 Oct 2024 07:11
URI: http://repository.untag-sby.ac.id/id/eprint/22977

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