Rahmasari, Silvia Dwi (2024) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN AKSESORIS FESYEN PADA MINISO STORE (STUDI KASUS PADA GENERASI Z DI KOTA JAMBI). S1 thesis, Universitas Jambi.
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Abstract
ABSTRAK Penelitian ini berjudul “Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Aksesoris Fesyen Pada Miniso Store (Studi Kasus Pada Generasi Z di Kota Jambi)”. Tujuan dari penelitian ini untuk mengetahui pengaruh Kualitas Produk dan Citra Merek yang dilakukan secara bersama-sama (simultan) ataupun secara sendiri (parsial) terhadap Keputusan Pembelian produk aksesoris fesyen di Miniso. Penelitian ini merupakan jenis penelitian kuantitatif dengan menggunakan Teknik Purposive Sampling untuk pengumpulan data, populasi dalam penelitian ini adalah konsumen Gen Z yang telah membeli produk aksesoris fesyen pada Miniso Store Kota Jambi, dan sebanyak 280 orang responden dijadikan sampel pada penelitian ini, serta menggunakan alat analisis Regresi Linear Berganda dengan aplikasi SPPS 26. Berdasarkan hasil uji F pada penelitian ini dapat disimpulkan bahwa variabel Kualitas Produk dan Citra Merek berpengaruh signifikan secara bersama-sama (simultan) terhadap Keputusan Pembelian. Berdasarkan hasil uji t dapat disimpulkan bahwa variabel Kualitas Produk dan Variabel Citra Merek berpengaruh signifikan secara sendiri (parsial) terhadap Keputusan Pembelian. Kata Kunci : Kualitas Produk, Citra Merek, Keputusan Pembelian ABSTRACT This study is entitled "The Effect of Product Quality and Brand Image on Purchasing Decisions for Fashion Accessories at Miniso Store (Case Study on Generation Z in Jambi City)". The purpose of this study was to determine the effect of Product Quality and Brand Image carried out jointly (simultaneously) or individually (partially) on Purchasing Decisions for fashion accessories products at Miniso. This research is a type of quantitative research using Purposive Sampling Technique for data collection, the population in this study are Gen Z consumers who have purchased fashion accessories products at Miniso Store Jambi City, and as many as 280 respondents were sampled in this study, and used Multiple Linear Regression analysis tools with the SPPS 26 application. Based on the results of the F test in this study, it can be concluded that the variables of Product Quality and Brand Image have a significant effect together (simultaneously) on Purchasing Decisions. Based on the results of the t test, it can be concluded that the Product Quality variable and the Brand Image variable have a significant effect individually (partially) on Purchasing Decisions. Keywords: Product Quality, Brand Image, Purchasing Decisions
| Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Brand Image, Purchasing Decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Rahmasari |
| Date Deposited: | 15 Jan 2024 02:37 |
| Last Modified: | 24 Jun 2024 08:32 |
| URI: | https://repository.unja.ac.id/id/eprint/60200 |
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