CHRISTIAN, OKTAVIANUS (2020) ANALISIS KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SUPREME (Studi Pada Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana.
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Abstract
This research aims to analyze the influence of product quality, brand image, and buying itention. Population of this research is 100 students of Universitas Mercu Buana. Data collection was gathered by distributing questionnaire to using accidental sampling data were analysed using spss version 23. The result showed that quality of the products and brand image simultaneously influence on interest in purchasing. As conclusion the company needs to maintain quality of brand image of the product to face the competitors. Keyword : product quality, brand image, interests buy Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan minat beli. Objek penelitian ini adalah para mahasiswa di Universitas Mercu Buana dan jumlah sampel yang ditentukan adalah 100 responden. Metode penarikan sampel menggunakan Accidental Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Penelitian membuktikan bahwa kualitas produk dan citra merek secara simultan berpengaruh terhadap minat beli, Kualitas produk berpengaruh signifikan terhadap minat beli, dan citra merek berpengaruh tidak signifikan terhadap minat beli Kata kunci: Kualitas produk, Citra Merek, Minat beli
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 19 762 |
| NIM/NIDN Creators: | 43115010159 |
| Uncontrolled Keywords: | Kualitas produk, Citra Merek, Minat beli |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 10 Jun 2022 01:19 |
| Last Modified: | 10 Jun 2022 01:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63039 |
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