PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK EIGER (KAJIAN PADA MAHASISWA UNIVERSITAS MERCU BUANA YOGYAKARTA)

Authors

  • Devi Puspita Sari Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana
  • Audita Nuvriasari Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

DOI:

https://doi.org/10.33633/jpeb.v3i2.2298

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian produk merek Eiger. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 100 responden. Berdasarkan hasil analisis dari uji t dapat dijelaskan bahwa citra merek, kualitas produk dan harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian produk merek Eiger, dimana masing-masing variabel independent (citra merek, kualitas produk dan harga) memiliki nilai t sig < 0,05. Berdasarkan hasil analisis dari uji F dapat dijelaskan bahwa citra merek, kualitas produk dan harga secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian produk merek Eiger, dimana nilai F sig sebesar 0,000 < 0,05. Dari ketiga variabel independent tersebut variabel yang paling dominan berpengaruh terhadap keputusan pembelian produk merek Eiger adalah variabel kualitas produk.Kata Kunci : Citra Merek; Kualitas Produk; Harga; Keputuasan Pembelian

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Published

2018-09-11

How to Cite

Sari, D. P., & Nuvriasari, A. (2018). PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK EIGER (KAJIAN PADA MAHASISWA UNIVERSITAS MERCU BUANA YOGYAKARTA). Jurnal Penelitian Ekonomi Dan Bisnis, 3(2), 73–83. https://doi.org/10.33633/jpeb.v3i2.2298

Issue

Vol. 3 No. 2 (2018): Jurnal Penelitian Ekonomi dan Bisnis

Section

Articles

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