Analisis pengaruh kualitas produk, citra merek dan harga terhadap keputusan pembelian kosmetik Emina pada kalangan mahasiswi Universitas Islam Negeri Sumatera Utara

Hanum, Farida and Rahmani, Nur Ahmadi Bi (2022) Analisis pengaruh kualitas produk, citra merek dan harga terhadap keputusan pembelian kosmetik Emina pada kalangan mahasiswi Universitas Islam Negeri Sumatera Utara. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi, 9 (2). pp. 862-876. ISSN 2621-2331

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Abstract

This study aims to determine and analyze product quality, brand image and price on purchasing decisions for Emina cosmetics among students at the State Islamic University of North Sumatra. This research approach uses quantitative research. The data used in this study are primary data obtained from questionnaires. The sample of this research is students majoring in Management Class of 2018 at the Faculty of Economics and Islamic Business, State Islamic University of North Sumatra, totaling 100 respondents. The analysis technique uses multiple linear regression analysis. The results of the study simultaneously show that product quality, brand image and price have a positive and significant effect on purchasing decisions. The results partially show that product quality has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions and price has a significant effect on purchasing decisions.

Jenis Item:	Artikel
Uncontrolled Keywords:	Kualitas Produk, Citra Merek, Harga dan keputusan Pembelian
Subjects:	300 Social sciences > 330 Economics
Divisions:	Artikel (Jurnal, Koran, Majalah)
Pengguna yang mendeposit:	Ms Nurul Hidayah Siregar
Date Deposited:	15 Jun 2023 09:20
Last Modified:	15 Jun 2023 09:20
URI:	http://repository.uinsu.ac.id/id/eprint/19532

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