MENGAPA BRAND IMAGE PENTING TERHADAP KEPUTUSAN PEMBELIAN ? (STUDI KASUS PADA CV. UKIR SARI PRIMA)

RINJANI, DEVY ATIKA (2023) MENGAPA BRAND IMAGE PENTING TERHADAP KEPUTUSAN PEMBELIAN ? (STUDI KASUS PADA CV. UKIR SARI PRIMA). SKRIPSI. (Submitted)

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Abstract

ABSTRACT CV. Ukir Sari Prima experienced a decline in profits due to low demand due to Covid-19 and many farmers who went out of business due to rising feed prices. This research was conducted to find out broadly about the influence of brand image, word of mouth, product quality on purchasing decisions. This research is a type of quantitative research using a non-probability sampling technique, namely purposive sampling technique. The number of samples used was 100 consumers who used CV Carving Sari Prima products. Statistical testing of research data using SPSS. The results of the study show that brand image, word of mouth and product quality have a positive and significant influence on purchasing decisions.

Item Type: Article
Additional Information: CV. Ukir Sari Prima mengalami penurunan laba yang disebabkan rendahnya permintaan akibat Covid-19 dan banyaknya peternak yang gulung tikar karena harga pakan yang semakin naik. Penelitian ini dilakukan untuk mengetahui secara luas tentang pengaruh brand image, word of mouth, product quality terhadap keputusan pembelian. Penelitian ini termasuk jenis penelitian kuantitatif menggunakan teknik sampling non-probability sampling yaitu teknik purposive sampling. Jumlah sampel yang digunakan sebanyak 100 konsumen yang menggunakan produk CV Ukir Sari Prima. Pengujian statistic data penelitian menggunakan SPSS. Hasil penelitian menunjukkan bahwa brand image, word of mouth serta product quality mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian.
Uncontrolled Keywords: Kata kunci: brand image, word of mouth, product quality, keputusan pembelian.
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S1
Date Deposited: 30 Aug 2023 01:21
Last Modified: 30 Aug 2023 01:21
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1284

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