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All Journal Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan
Murad, Mugnia Julhijah
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Economics, Econometrics & Finance

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PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK UNILEVER DI TRANSMART JUANDA BEKASI DI ERA BOIKOT PRODUK Murad, Mugnia Julhijah
Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Vol. 5 No. 1 (2025): Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/vls.v5i1.282

Abstract

This study aims to determine the influence of Brand Image, Service Quality on Purchase Decisions on Unilever Products at Transmart Juanda Bekasi in the Product Boycott Era. The research method used in this study is quantitative descriptive, with the words used, namely: Primary and secondary data. The population in this study is Unilever consumers who shop at Transmart Juanda Bekasi, with a sample of 100 respondents, for sampling this study using the pursposive sampling technique by considering certain factors. The data collection technique in this study was carried out by distributing a questionnaire through google from to Unilever consumers at Transmart Juanda Bekasi. The data analysis method used is partial least square (PLS) analysis using the SmartPLS program. The results of this study show that 94.9% of the variation of the dependent variables of purchase decisions can be explained by independent variables, namely brand image and service quality, and the rest can be explained by factors outside the model. The brand image variable in this study has a positive and significant effect on the purchase decision, This is shown by the t-statistical value of 2.884 greater than 1.96, and the p-value of 0.004 is less than 0.05 with the coefficient path of the original value path of the sample in this hypothesis test is 0.490. The service quality variable in this study has a positive and significant effect on the purchase decision. This is shown by the t-statistical value of 2.860 greater than 1.96, and the p-value of 0.004 is smaller than 0.05 with the coefficient path of the original value of the sample in this hypothesis test being 0.488
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