Mufa, Illiyyiin Julinartsani (2019) Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk Sabana Fried Chicken: Studi kasus pada konsumen Sabana Fried Chicken di Kota Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Pada dasarnya pemasar mencari perilaku konsumen dan suatu perusahaan menginginkan tanggapan berupa pembelian. Hal ini dikarenakan begitu banyaknya persaingan dengan waralaba lain yang sejenis, yang menjadikan konsumen mengambil keputusan untuk melakukan suatu pembelian produk fried chicken berdasarkan dari citra merek dan kualitas produk.Penelitian ini bertujuan untuk mengetahui pengaruh yang ditimbulkan oleh variabel citra merek dan kualitas produk terhadap variabel keputusan pembelian produk Sabana Fried Chicken di Kota Malang.
Jenis Penelitian yaitu penelitian kuantitatif.Teknik pengumpulan data menggunakan kuesioner yang telah di uji validitas dan reliabilitasnya. Populasi dalam penelitian ini adalah pelanggan produk Sabana Fried Chicken di Kota Malang dan jumlah sampel yang diambil sebanyak 140 responden. Sedangkan pengambilan sampel menggunakan metode Non Probability Sampling. Penelitian ini menggunakan analisis data menggunakan Analisis Regresi Linear Berganda.Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh signifikan positif terhadap keputusan pembelian produk Sabana Fried Chicken di Kota Malang. Sebaliknya, citra merek tidak memiliki pengaruh signifikan terhadap keputusan pembelian konsumen Sabana Fried Chicken di Kota Malang dan juga menunjukkan bahwa citra merek dan kualitas produk berpengaruh secara simultan terhadap keputusan pembelian
ENGLISH:
Basically, marketers are looking for consumer behavior and a company wants a response in the form of a purchase. This is because so much competition with other similar franchises, which makes consumers make the decision to make a purchase of fried chicken products based on brand image and product quality. This research aims to determine the effect caused by the variable brand image and product quality on the decision variable purchasing Sabana Fried Chicken products in Malang City.
This type of research is quantitative research. Data collection techniques using a questionnaire that has been tested for validity and reliability. The population in this study were customers of Sabana Fried Chicken products in Malang and the number of samples taken was 140 respondents. While sampling uses the Non Probability Sampling method. This study uses data analysis using Multiple Linear Regression Analysis. The results of this study indicate that product quality has a significant positive effect on purchasing decisions for Sabana Fried Chicken products in Malang City. Conversely, brand image does not have a significant influence on consumer purchasing decisions Sabana Fried Chicken in Malang City and also shows that brand image and product quality simultaneously influence purchasing decisions.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Farida, Lailatul | ||||||
Contributors: |
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Keywords: | citra merek; kualitas produk; keputusan pembelian; brand image; product quality; purchase decision | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Dian Anesti | ||||||
Date Deposited: | 04 Mar 2020 15:14 | ||||||
Last Modified: | 04 Mar 2020 15:14 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/15364 |
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