Open AccessPengaruh Brand Image, Atribut Produk dan Presepsi Kualitas Terhadap Keputusan Pembelian
Author(s) -
Lela Alfiana,
Ambar Lukitaningsih,
Lusia Tria Hatmanti
Publication year - 2021
Publication title -
jurnal ilmiah manajemen kesatuan
Language(s) - English
Resource type - Journals
eISSN - 2721-169X
pISSN - 2337-7860
DOI - 10.37641/jimkes.v9i1.440
Subject(s) - brand image , purchasing , product (mathematics) , advertising , test (biology) , quality (philosophy) , reliability (semiconductor) , population , perception , psychology , regression analysis , validity , marketing , statistics , mathematics , business , sociology , psychometrics , demography , philosophy , epistemology , quantum mechanics , neuroscience , biology , paleontology , power (physics) , physics , geometry
The research objective to be achieved is to analyze and explain the Brand Image, Product Attributes, Quality Perceptions of Purchasing Decisions in the People of Yogyakarta City.
This research is a quantitative research. The population in this study were students of the Yogyakrta City Society. The data were collected by using a questionnaire method. The data analysis technique used is the validity test technique, the reliability of multiple linear regression which is supported by the t test, f test, and classical assumption test. The results of data analysis with a significance of 0.05 indicate that the variables brand image, product attributes, perceived quality have an effect on purchasing decisions
Keywords: Brand Image, Product Attributes, Perceptions of Quality