Skripsi S1

Analisis Pengaruh Kualitas Produk, Citra Merek dan Kepercayaan Konsumen Atas Merek Terhadap Keputusan Pembelian Sari Roti di Kabupaten Kebumen

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Abstract: This research aims to determine the effect of product quality, brand image and brand trust on purchase decision of Sari Roti in Kebumen Regency. The independent variabel in this research is product quality (X1), brand image (X2) and brand trust (X3), while the dependent variable is the purchase decision. The population of this research is the people of Kebumen Regency. Samples are taken of 100 respondents by using Non Probability Sampling technique. The data were collected by survey method through questionnaires filled by customers of Sari Roti. then the data were analyzed by using regression
analysis. This analysis includes the Validity Test, Reliability Test, Classic Assumption Test, Linear Regression Analysis, Hypothesis Test through Partial Test, Simultance Test, and The Coefficient Determination Analysis. Based on the research results, the regression equation Y = -3,506 + 0,556 X1- 0,027X2 + 0,312X3. Based on ststistical data analysis, this research indicators are valid and reliable. The variable which has the greatest influence is product quality, followed by brand trust, whereas brand image in this reseach not influence purchase decision. Hypothesis testing using T test showed that the
product quality and brand trust variable shown to significantly affect the depedent variable purchase decision, while the brand image varible is not.

Keywords: Product Quality, Brand Image, Brand Trust, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Fah a c.

Penerbit

Kebumen : STIE Putra Bangsa., 2018

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Fahrunisa

Versi lain/terkait

Lampiran Berkas

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