PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK DOWNY DI DESA PULOREJO KECAMATAN NGORO KABUPATEN JOMBANG
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan citra merek terhadap keputusan pembelian produk Downy di Desa Pulorejo , Kecamatan Ngoro, Kabupaten Jombang. Hasil analisis data yang diperoleh dengan uji t kualitas produk berpengaruh secara signifikan terhadap keputusan pembelian produk Downy. Dan citra merek secara signifikan berpengaruh terhadap keputusan pemebelian pembelian produk Downy. Dilihat dari uji F kualitas produk dan citra merek berpengaruh secara simultan terhadap kepuusan pembelian produk Downy di Desa Pulorejo Kecamatan Ngoro Kabupaten Jombang.
Kata kunci : kualitas produk , citra merek dan keputusan pembelian.
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