PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK DOWNY DI DESA PULOREJO KECAMATAN NGORO KABUPATEN JOMBANG
DOI:
https://doi.org/10.26740/jptn.v5n1.p%25pAbstract
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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