PENGARUH KUALITAS PRODUK, DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU PADA TOKO NAIRAVENIA BOGOR

Lia, Wilda Cesar (2021) PENGARUH KUALITAS PRODUK, DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU PADA TOKO NAIRAVENIA BOGOR. Skripsi thesis, Universitas Djuanda Bogor.

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Abstract

THE EFFECT OF PRODUCT QUALITY, PRODUCT DESIGN AND BRAND IMAGE ON THE PURCHASE DECISION OF SHOES IN NAIRAVENIA STORE BOGOR ABSTRACT Purchasing decisions are a very important part to increase sales of a product. Considering that product quality, product design and brand image are important things that can influence purchasing decisions, it is appropriate for companies to pay attention to the quality of a product being sold and product design to make it more attractive and create a good impression brand image in the eyes of consumers so that consumers make purchasing decisions. This study aims to determine the effect of product quality, product design and brand image on shoe purchasing decisions in Nairavenia Store Bogor. The method used is multiple linear regression analysis. The number of samples of all consumers is 100 people. The results showed that simultaneously and partially the variables of product quality, product design and brand image had a positive and significant effect on shoe purchasing decisions in Nairavenia Store Bogor. Keywords : product quality, product design, brand image, purchasing decisions..

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