PENGARUH KUALITAS PELAYANAN PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Konsumen Toko Maju Hardware Kota Madiun)

Pranata, Nasrul (2024) PENGARUH KUALITAS PELAYANAN PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Konsumen Toko Maju Hardware Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

Nasrul Pranata. 2024. The Influence of Service Quality, Promotion, and Brand Image on Purchasing Decisions (Case Study of Consumers of the Maju Hardware Store, Madiun City). Thesis. Management Study Program, Faculty of Economics and Business, PGRI Madiun University. Supervisor (1) Dr. Rizal Ula Ananta Fauzi, S.E., M.M. Supervisor (II) Hendra Setiawan, S.E., M.M. The aim of this study was to provide empirical evidence regarding the quality of service, promotion, and brand image towards purchasing decisions at the Maju Hardware Store in Madiun City. The data source used was primary data. Data obtained from data collection using a questionnaire with a sample of 390 respondents. The research method used was a quantitative approach using Structural Equation Model (SEM) analysis with the help of SmartPLS (Partial Least Square) Version 4.0 software. The results of this study indicate: service quality has a positive and significant effect towards purchasing decisions at the Maju Hardware Store in Madiun City. Promotion has a positive and significant effect towards purchasing decisions at the Maju Hardware Store in Madiun City. Brand image has a positive and significant effect towards purchasing decisions at the Maju Hardware Store in Madiun City. Keywords: Service Quality, Promotion, Brand Image, Purchasing Decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Service Quality, Promotion, Brand Image, Purchasing Decisions
Subjects:	A Social Sciences > HF Commerce A Social Sciences > HG Finance A Social Sciences > HJ Public Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NASRUL PRANATA NASRUL
Date Deposited:	07 Oct 2024 05:16
Last Modified:	07 Oct 2024 05:16
URI:	http://eprint.unipma.ac.id/id/eprint/2327

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