PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE DI TOKO SAKINAH JAMBANGAN SURABAYA

Authors

  • YULI IKAWATI

DOI:

https://doi.org/10.26740/jptn.v5n1.p%25p

Abstract

Tujuan dari penelitian ini adalah mengetahui 1) pengaruh kualitas produk terhadap keputusan pembelian, 2) pengaruh citra merek terhadap keputusan pembelian, 3) pengaruh kualitas produk dan citra merek terhadap keputusan pembelian produk Tupperware. Jenis penelitian ini menggunakan penelitian deskriftif dan menggunakan pendekatan kuantitatif. Responden penelitian adalah konsumen produk Tupperware sebanyak 97 responden. Hasil penelitian 1) variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian, 2) variabel citra merek berpengaruh signifikan terhadap keputusan pembelian, 3) variabel kualitas produk dan variabel citra merek berpengaruh signifikan terhadap keputusan pembelian produk Tupperware.

 Kata Kunci : Kualitas Produk, Citra Merek, Keputusan Pembelian

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Published

2017-01-05

How to Cite

IKAWATI, Y. (2017). PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE DI TOKO SAKINAH JAMBANGAN SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 5(1). https://doi.org/10.26740/jptn.v5n1.p%p

Issue

Vol. 5 No. 1 (2017)

Section

Articles

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