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All Journal Jurnal Informatika Ekonomi Bisnis Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Wicaksana, Primaraga Sumantri Indra
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Journal : Jurnal Informatika Ekonomi Bisnis

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Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Produk Frozen Food Merek Golden Farm di Masyarakat Kota Bekasi Khoiriyah, Afifah; Wicaksana, Primaraga Sumantri Indra
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i4.605

Abstract

This study aims to determine the effect of product quality, brand image, and price on purchasing decisions on Golden Farm brand frozen food products in the people of Bekasi City. This type of research uses quantitative methods with data collection methods using questionnaire data collection techniques, data analysis used in this study are validity and reliability tests, classical assumption tests, multiple regression analysis, partial tests, and R2 tests. The results of this study are product quality has a positive and significant influence on purchasing decisions, brand image has no influence on purchasing decisions, and price has an influence on purchasing decisions.
Co-Authors Indra Permana, Indra Khoiriyah, Afifah Mardiani, Inna Nisawati Rismawati Setyawan, Wisnu Suriyanti Windi Yahya, Adibah