Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Hijab Rabbani

Authors

DOI:

https://doi.org/10.36982/jeg.v8i2.2770

Abstract

This study examines and analyze the effect of Brand Image, Product Quality, and Price of purchasing decisions. The population used in this study are customers who use Rabbani product in Pemalang. This study uses multiple regression analysis method. The result of this study that the product quality variable have no direct effect on purchasing decision. However, brand image and price directly affects purchasing decisions. And the results of the study show that the overall all variables have a significant effect and have a simultaneous contribution on Rabbani’s purchasing decisions.


Penelitian ini menguji dan menganalisis pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian. Populasi yang digunakan dalam penelitian ini adalah pelanggan yang menggunakan produk Rabbani di Pemalang. Penelitian ini menetapkan metode analisis regresi berganda. Hasil penelitian menunjukkan jika variabel kualitas produk tidak berpengaruh langsung terhadap keputusan pembelian. Namun, citra merek dan harga secara langsung memengaruhi keputusan pembelian. Namun, secara simultan semua variabel berpengaruh signifikan dan memiliki kontribusi secara simultan terhadap keputusan pembelian Rabbani.

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Published

2023-08-01

How to Cite

Hanifah, N., & Amron, A. (2023). Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Hijab Rabbani. Jurnal Ecoment Global, 8(2), 30–37. https://doi.org/10.36982/jeg.v8i2.2770

Issue

Vol. 8 No. 2 (2023): Edisi Agustus 2023

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Articles

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