PENGARUH HARGA, BRAND AWARENESS, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK RABBANI

AFIFAH, RAFIQ ZAKIAH and Ulya, Annida Unnatiq (2022) PENGARUH HARGA, BRAND AWARENESS, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK RABBANI. Skripsi thesis, FEBI/MBS.

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Abstract

ABSTRACT This study aims to determine the effect of price, brand awareness, brand image, and product quality on Rabbani product purchasing decisions. The object of research in this study is Rabbani product consumers who live in Karanganyar. This research method used quantitative research methods with the application of SPSS 20 as a data processing tool. Technical analysis of data in this study using multiple linear analysis techniques. Sampling technique using a purposive sampling technique. The dependent variable in this study is the purchase decision, while the independent variables consist of price, brand awareness, brand image, and product quality. The results showed that simultaneously the variables of price, brand awareness, brand image, and product quality had a significant effect on purchasing decisions. Partially variable price and product quality have a positive ansignificantat effect on purchasing decisions. While the brand awareness and brand image variables partially have no significant on purchasing decisions. Keywords: price, brand awareness, brand image, product quality, purchasing decision

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