Analisis Pengaruh Brand Image (citra Merek), Kualitas Produk, dan Harga Terhadap Minat Beli Produk Deodorant Rexona (studi Kasus Mahasiswa Manajemen Fakultas Ekonomi Universitas Islam Riau)

Harahap, Muhammad Achyar (2020) Analisis Pengaruh Brand Image (citra Merek), Kualitas Produk, dan Harga Terhadap Minat Beli Produk Deodorant Rexona (studi Kasus Mahasiswa Manajemen Fakultas Ekonomi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

Text Muhammad Achyar Harahap.pdf - Submitted Version Download (6MB)

Abstract

This study aims to determine the effect of the analysis of brand image (brand image), product quality and price of the buying interest Rexona deodorant products. The population in this study is the Student Management Faculty of Economics, Islamic University of Riau. This research was conducted by distributing questionnaires of 85 respondents using Slovin formula and sample collection techniques withpourposive sampling.Further analysis of the data of the data that is processed using SPSS. The results of this study show that the variable of brand image, price and significant positive effect on buying interest, and negatively affect product quality and significant buying interest. The most dominant variable in this study is the variable of brand image to buying interest Rexona deodorant products Student Management Faculty of Economics, Islamic University of Riau.

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