Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Kemasan Teh Botol Sosro (Studi Kasus Mahasiswa Fakultas Teknik Universitas Islam Riau)

Yustisha, Arni Ayu (2021) Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Kemasan Teh Botol Sosro (Studi Kasus Mahasiswa Fakultas Teknik Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the effect of Product Quality and Brand Image on Purchase Decisions (case study of students from the Faculty of Engineering - Islamic University of Riau). The population in this study were students in the canteen of the UIR Faculty of Engineering. Determination of the sample by purposive non-probability method with a total sample of 50 respondents. The data collection technique used in this research is descriptive analysis and multiple linear regression analysis with SPSS 20 application tools. The results of this study indicate that partially the product quality variable has a positive but not significant effect on purchasing decisions in the canteen of the Faculty of Engineering UIR while Brand Image has a positive effect. and significant. Simultaneously product quality and brand image have a positive and significant effect on purchasing decisions in the canteen of the UIR Faculty of Engineering partially and simultaneously.

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