Jurnal Manajemen Bisnis Krisnadwipayana
Vol 11 No 3 (2023): Jurnal Manajemen Bisnis Krisnadwipayana

PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GITAR YAMAHA DI JAKARTA TIMUR

Nurul Setyawati (Program Studi Manajemen FE Universitas Krisnadwipayana)
Iwan Kurniawan Subagja (Universitas Krisnadwipayana)

Article Info

Publish Date
10 Dec 2023

Abstract

This research aims to test and determine the influence of product quality and price on purchasing decisions for Yamaha guitar products simultaneously and partially. The research was conducted on consumers who bought Yamaha products in East Jakarta. The sampling technique used purposive sampling and data analysis used multiple and simple linear regression analysis. The results of the research showed that product quality and price had a positive and significant effect both simultaneously and partially on purchasing decision.

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Journal Info
Jurnal Manajemen Bisnis Krisnadwipayana
Website

Abbrev

jmbk

Publisher

Universitas Krisnadwipayana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Bisnis Krisnadwipayna yang lebih dikenal dengan sebutan JMBK mulai dipublikasikan sejak awal tahun 2013 oleh Program Studi Magister Manajemen Fakultas Ekonomi Universitas Krisnadwipayana Jakarta. JMBK terbit 3 (tiga) kali dalam satu tahun, yaitu pada bulan April, Agustus, dan ...