Pengaruh Kualitas Produk dan Citra Merek terhadap Proses Keputusan Pembelian pada PD Marmara Garut

Wati Susilawati

Abstract


The purpose of this study was to determine the effect of product quality and brand image on purchasing decisions at PD. MARMARA Garut. The hypothesis used in this study is that there is an effect of product quality and brand image on purchasing decisions at PD.MARMARA Garut. This research uses descriptive method, with a total sample of 50 respondents. The analysis technique used in this study is multiple linear regression analysis using SPSS From window 20.0. The partial test results show that the quality of the product has an effect on purchasing decisions and the brand image has an effect on the purchase decision. Further testing simultaneously shows that the product quality and brand image have an effect on the purchasing decision process in PD MARMARA Garut.




DOI: http://dx.doi.org/10.52434/jwe.v16i1.419

Refbacks

  • There are currently no refbacks.


Faculty of Economics, Garut University

Samarang Street. Number. 52.A Tarogong kaler - Garut West Java 44151

(0262) 544-218

(0262) 231-013

Email : [email protected]

Email : [email protected]

Lisensi Creative Commons
Jurnal Wacana Ekonomi is an Online Journal of the Faculty of Economics: Scientific Creations and published Research Results Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.

Download Template :

Visitors :

View My Stats

EISSN/PISSN:

 

Indexed by:

    

Supported by:

     

Copyright © journal.uniga.ac.id 2015