PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GETHUK GOLAN DI KABUPATEN PONOROGO (Studi Kasus pada UMKM Tunggal Cara Beda Rasa)

Ardyana, Adhilla Diesta Ayu (2026) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GETHUK GOLAN DI KABUPATEN PONOROGO (Studi Kasus pada UMKM Tunggal Cara Beda Rasa). S1 thesis, Universitas PGRI Madiun.

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Abstract

Adhilla Diesta Ayu Ardyana. 2026. The Effect of Brand Image, Product Quality, and Price on the Purchase Decision of Gethuk Golan in Ponorogo Regency (A Case Study on the UMKM Tunggal Cara Beda Rasa). Advisor (I) Dian Citaningyas Ari Kadi S.E., M.M Advisor (II) Hendra Setiawan S.E., M.M The purpose of this study was to determine whether brand image, product quality, and price partially affect purchase decisions among consumers of the UMKM Tunggal Cara Beda Rasa in Ponorogo Regency. This research was conducted on consumers who had purchased Gethuk Golan products from Tunggal Cara Beda Rasa. The research sample consisted of 384 respondents, determined using the Lemeshow formula with a purposive sampling technique. The research method used was a quantitative approach employing multiple linear regression analysis with the assistance of the SPSS program. The results of this study indicate that brand image has a positive and significant effect on the purchase decision of Tunggal Cara Beda Rasa, product quality has a positive and significant effect on the purchase decision of Tunggal Cara Beda Rasa, and price has a positive and significant effect on the purchase decision of Tunggal Cara Beda Rasa and is the variable with the strongest influence. These three independent variables are able to explain 13.3% of the variation in purchase decisions (R Square), while the remaining 86.7% is influenced by other factors outside this study.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Kata Kunci: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian Keywords: Brand Image, Product Quality, Price, Purchase Decision
Subjects:	A Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AYU DIESTA ADHILLA
Date Deposited:	23 Oct 2026 01:24
Last Modified:	23 Oct 2026 01:24
URI:	http://eprint.unipma.ac.id/id/eprint/10615

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