Hasanah, Sarah Uswatun and Wulandari, Jeni and Subagja, Ghia (2021) ANALISIS FOREIGN BRANDING, HARGA DAN KUALITAS PRODUK DALAM KEPUTUSAN PEMBELIAN. Perspektif Bisnis, 4 (1). pp. 1-13. ISSN 2721-1363

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Abstract

This study examines purchasing decisions of The Executive product, viewed from the aspect of foreig branding, price, and product quality in the perspective of consumer behavior. A quantitative approach was applied, using a questionnaire to 400 respondents. The sampling technique using purposive sampling. Data were analyzed using multiple linear regression analysis. The results of the study indicated that foreign branding, price, and product quality influence purchasing decisions partially and simultaneously had positive and significant effect on purchasing decision. The highest effect in this study was product quality, with comfort and quality of raw material which the main factor need to be maintened because they determined the purchasing decision of The Executive as a fashion product

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis
Depositing User: Dr. Jeni Wulandari
Date Deposited: 13 Nov 2021 02:18
Last Modified: 13 Nov 2021 02:18
URI: http://repository.lppm.unila.ac.id/id/eprint/36590

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