PENGARUH KUALITAS PRODUK, HARGA, BRAND IMAGE DAN LOKASI USAHA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN ROCKET CHICKEN (Studi Kasus Rocket Chicken Cabang Magetan)

Nugroho, Rizal Bagus (2024) PENGARUH KUALITAS PRODUK, HARGA, BRAND IMAGE DAN LOKASI USAHA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN ROCKET CHICKEN (Studi Kasus Rocket Chicken Cabang Magetan). S1 thesis, Universitas PGRI Madiun.

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Abstract

The aim of this study was to determine the influence of product quality, price, brand image and business location towards the purchasing decisions of Rocket Chicken customers in the community in Magetan Regency. This study was conducted on the people of Magetan Regency who had purchased Rocket Chicken products at Magetan Branch with a sample of 384 respondents. The research method used was a quantitative approach using a test tool in the form of IBM SPSS software version 23. The results of this study are that product quality, brand image, and business location have a significant effect towards the purchasing decisions of Rocket Chicken Magetan Branch customers. While price does not have a significant effect towards the purchasing decisions of Rocket Chicken Magetan Branch customers. Simultaneously, the variables of product quality, price, brand image and business location have a positive and significant effect towards customer purchasing decisions at Rocket Chicken Magetan.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Kualitas Produk, Harga, Brand Image, Lokasi Usaha, Keputusan Pembelian
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NUGROHO BAGUS RIZAL
Date Deposited: 05 Oct 2024 03:56
Last Modified: 05 Oct 2024 03:56
URI: http://eprint.unipma.ac.id/id/eprint/2260

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