Jurnal Wacana Ekonomi
Vol 16, No 1 (2016): Jurnal Wacana Ekonomi

Pengaruh Kualitas Produk dan Citra Merek terhadap Proses Keputusan Pembelian pada PD Marmara Garut

Wati Susilawati (Unknown)

Article Info

Publish Date
25 Nov 2016

Abstract

The purpose of this study was to determine the effect of product quality and brand image on purchasing decisions at PD. MARMARA Garut. The hypothesis used in this study is that there is an effect of product quality and brand image on purchasing decisions at PD.MARMARA Garut. This research uses descriptive method, with a total sample of 50 respondents. The analysis technique used in this study is multiple linear regression analysis using SPSS From window 20.0. The partial test results show that the quality of the product has an effect on purchasing decisions and the brand image has an effect on the purchase decision. Further testing simultaneously shows that the product quality and brand image have an effect on the purchasing decision process in PD MARMARA Garut.

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Journal Info
Jurnal Wacana Ekonomi
Website

Abbrev

JA

Publisher

Universitas Garut

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Wacana Ekonomi mengupas dan mendesiminasikan informasi ilmiah/ pengetahuan yang berkaitan dengan ilmu ekonomi sebagai ilmu yang mempelajari perilaku manusia dalam memilih dan menciptakan kemakmuran. Jurnal Wacana Ekonomi merupakan media komunikasi ilmiah dalam pengembangan dan penyebarluasan ...