ANALISIS PENGARUH PERSEPSI KUALITAS, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK HENKY GLASS & CRAFT DI SEMARANG

Imroatul Khasanah

doi:10.14710/jsmo.v11i2.13157

DOI: https://doi.org/10.14710/jsmo.v11i2.13157

ANALISIS PENGARUH PERSEPSI KUALITAS, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK HENKY GLASS & CRAFT DI SEMARANG

Imroatul Khasanah

Diponegoro University, Indonesia

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Abstract

This study aims to determine how big the influence of perceived quality, brand image, and
promotion of the purchasing decisions on Henky Glass & Craft product. Morever, this
research also aims to analyze the dominant factor that influence on purchasing decisions on
Henky Glass & Craft product. This population in this study is customer Henky Glass & Craft
product in Semarang. The sample on this study is 100 respondents and the techniques use
non probability sampling technique with approach of accidental sampling. Method that used
in this study is multiple linear regression. Simultaneously, the results shows that perceived
quality, brand image, and promotion variables the positive and significant effect on
purchasing decisions on Henky Glass & Craft product.
Key words: perceived quality, brand image,promotion, purchasing decisions.

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Section: Research Article

Language : EN

In Vol 11, No 2 (2014)

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