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All Journal Jurnal Manajemen dan Inovasi (MANOVA) Populer: Jurnal Penelitian Mahasiswa Optimal: Jurnal Ekonomi dan Manajemen Journal of Creative Student Research Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Riset Manajemen Nian Tana Sikka: Jurnal Ilmiah Mahasiswa Neraca Manajemen, Akuntansi, dan Ekonomi Master Manajemen Moneter : Jurnal Ekonomi dan Keuangan Santri : Jurnal Ekonomi dan Keuangan Islam JURNAL RUMPUN MANAJEMEN DAN EKONOMI Global Leadership Organizational Research in Management
Edi Murdiyanto
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Transportation Other

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Journal : Moneter : Jurnal Ekonomi dan Keuangan

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Pengaruh Ekuitas Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Buku Fokus Di Kec. Kota Kediri : Studi Kasus Distributor Suksesi Afi Pustaka Dandy Ferdiansyah; Taufik Akbar; Edi Murdiyanto
Moneter : Jurnal Ekonomi dan Keuangan Vol. 2 No. 2 (2024): April : Moneter : Jurnal Ekonomi dan Keuangan
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/moneter.v2i2.469

Abstract

This research aims to determine: (1) the influence of brand equity on purchasing decisions, (2) the influence of product quality on purchasing decisions, (3) the influence of price on purchasing decisions, (4) the influence of brand equity, product quality, and price on purchasing decisions . This type of research uses a quantitative approach. The sample for this research is elementary schools in Kec. The city of Kediri has 45 elementary schools. The sampling technique uses saturated sampling. The data collection technique uses a questionnaire whose validity and rehabilitation have been tested. The data analysis technique used is multiple linear regression. The research results at a significance level of 5% show that: (1) there is a positive and insignificant influence of brand equity on purchasing decisions. The t value is 3.718 with a significant value of 0.001 > 0.05. (2) there is a positive and significant influence of product quality on purchasing decisions. The t value is 10.629 with a significant value of 0.000 < 0.05. (3) there is a positive and significant influence of price on purchasing decisions. The t value is 2.114 with a significant value of 0.040 < 0.05. (4) there is a simultaneous influence of brand equity, product quality and price on purchasing decisions. The Fcount value is 167.059 with a significant value of 0.000 <0.05. Calculation of multiple linear regression analysis using the regression equation obtained with a value of Y = 4.282+0.308X1+0.884X2+0.203X3
Co-Authors Agung Pambudi Maha Putra Agung Pambudi Mahaputra Ahmad Jauhari Alyumna Asfiatul Hikmah Ardhea Kusumawati Binti Umaya Dandy Ferdiansyah Devita Eka Yuniar Wulandari EDWIN AGUS BUNIARTO Fariz Irchamsyah Reza Fransisca Insani Imam Mukhlis Indah Listyani Khirana Sasi Nur Azizah Lutvi Prastika Andriani Meri Dita Rahayu Mochamad Puguh Andriyanto Muhammad Yudha Farudin Nada Sari Noor Faidzah Rachmawati Nuril Aulia Munawaroh Prasasti, Karari Budi Restu Widiandari Risya Afifatur Rahma Rizki Winda Puspita Sari Siti Umu Munawaroh Taufik Akbar Taufik Akbar Ustadus Sholihin Zaenul Muttaqien Zulfa Nur Kholifah Zulfia Rahmawati