PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN AYAM BAKAR PAK D GRESIK CABANG WAHIDIN

SHOLICHAH, REVIANA WAHYU ABIDATUS (2019) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN AYAM BAKAR PAK D GRESIK CABANG WAHIDIN. undergraduate thesis, Universitas Muhammadiyah Gresik.

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Abstract

The study aims to determine the effect of Product Quality, Price, Brand Image, and Service Quality on Purchasing Decisions at grilled chicken restaurant Pak D Gresik Wahidin branch. The research approach uses a quantitative approach. The population in this study were consumers at Pak D Gresik grilled chicken restaurant in an unknown number of Gresik districts. The sampling technique used is Non Probability Sampling with a type of Insedental Sampling, namely sampling techniques based on coincidence with researchers who can be used as a sample of 100 respondents. Data collection uses questionnaires and measurement data using a Likert scale. The data analysis technique used in this study is multiple linear regression analysis techniques. Partial test results using the t test provided that t count > t table with a significance level < 0,05 (5%) indicates that Product Quality (X1), Price (X2), Brand Image (X3), and Service Quality (X4) have a positive and significant effect on Purchasing Decisions (Y) in grilled chicken restaurant Pak D Gresik Wahidin branch.

Item Type: Thesis (undergraduate)
Subjects: Economic And Business
Economic And Business > Management
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Shandy Rahma Ramadhan, S.IIP
Date Deposited: 29 Aug 2019 07:11
Last Modified: 29 Aug 2019 07:11
URI: http://eprints.umg.ac.id/id/eprint/2907

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