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All Journal Revitalisasi : Jurnal Ilmu Manajemen
Ridha Ibnutama
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Citra Merek Terhadap Keputusan Pembelian Lapis Kukus Pahlawan Surabaya Ridha Ibnutama; Hery Pudjoprastyono
REVITALISASI : Jurnal Ilmu Manajemen Vol 12 No 1 (2023): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v12i1.3648

Abstract

This study aims to analyze the influence of Product Quality and Brand Image on the Purchasing Decision of The Sidoarjo branch of Lapis Kukus Pahlawan Surabaya. The population used as the object of study was the consumers of the Sidoarjo branch of Lapis Kukus Pahlawan Surabaya with sample calculations through purposive sampling techniques through the lemeshow calculation formula obtained by 100 respondents. The quantitative method was chosen by the SEM (Structural Equation Modeling) data analysis technique using the PLS (Partial Least Squares) software application. The research proved that product quality influences purchase decisions for Lapis Kukus Palawan Surabaya and brand image influences purchase decisions for Lapis Kukus Palawan Surabaya Sidoarjo.
Co-Authors Hery Pudjoprastyono