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All Journal Scientific Journal of Management and Business
Within, Dorothea Helena
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Converse Within, Dorothea Helena; Langga, Lambertus; Dua Mea, Maria Helena Carolinda
SCIENTIFIC JOURNAL OF MANAGEMENT AND BUSINESS (SJMB) Vol. 1 No. 2 (2021): VOLUME 01 NOMOR 02 TAHUN 2021
Publisher : Program Studi Manajemen Universitas Flores

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/sjmb.v1i02.1321

Abstract

This study aims to determine of dan brand image product quality against converse shoes purchase decisions (case study student/I at the Faculty of Economic. The type of research used is quantitative research. The data analysis technique used is is regression analysis multiple linear. Data collection was carried out by means ofinterviews and distributed questionnaires directly to 100 respondents.From the results of the development and testing of the instrument has been produced a goodquestionnaire tool (meets the requirements of validity, reliability). From the results t statistical test for the variable brand image and product quality has a value > and a significance value <0.05. This shows that the brand image and product quality affectspurchasing decisions. For the value of R square 0,290, this shows that the percentage analysis of the effect of brand image and product quality of 0.290%. Meanwhile, 0,710% is influenced by other factors which was not described in this study
Co-Authors Lambertus Langga Maria Helena Carolinda Dua Mea