Aura, Nadillah Putri (2021) Pengaruh Brand Association Dan Perceived Quality Terhadap Keputusan Pembelian Pada Produk Charles And Keith Di Mall Ska Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aimed to determine the influence of Brand Association and Perceived Quality on purchasing decision of Charles and Keith products at Mall SKA Pekanbaru City. The research method used was a descriptive and quantitative method. Types and sources of data using primary data and secondary data. The data collection technique uses a questionnaire that has been tested for its validity and reliability. The number of samples was 90 respondents, which was selected using purposive probability sampling technique. The data analysis technique used was a simple linear regression multiple. Based on the results of the T test, it was obtained that Brand Association and Perceived Quality partially had a significant influence on the purchasing decision of Charles and Keith products at Mall SKA Pekanbaru City. Furthermore, based on the F test, it was found that the brand association and perceived quality simultaneously had significant influence on the purchasing decision of the Charles and Keith products with a coefficient of determination of 60.8%.

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