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Rizky Syamsidar
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Economics, Econometrics & Finance

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Kualitas Produk, Persepsi Harga, Citra Merek dan Promosi terhadap Proses Keputusan Pembelian (Studi Pada Banaran 9 Coffee and Tea di Gemawang, Kabupaten Semarang) Rizky Syamsidar; Euis Soliha
Jurnal Bisnis dan Ekonomi Vol 26 No 2 (2019): Vol. 26 No. 2 EDISI SEPTEMBER 2019
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

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Abstract

This study examines the effect of product quality, price perception, brand image, and promotion on the purchasing decision process. This research is conducted in Banaran 9 Coffee & Tea, Gemawang, Semarang Regency. The sampling method uses the purposive sampling and the data collection uses a questionnaire. The research is done from 2017 to 2019. Relations and / or influence between variables are explained using multiple regression analysis methods. The results show that the perception of price and promotion have a positive and significant influence on the process of purchasing decisions, while product quality and brand image do not significantly influence the process of purchasing decisions
Co-Authors Euis Soliha