Rochman, Alif Nor (2024) Pengaruh Kualitas Produk, Promosi dan Citra Merk terhadap Keputusan Pembelian pada Erigo Store Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the effect of product quality which has indicators of productperformance, reliability, features, durability, consistency and design on purchasingdecisions then the influence of promotions which have indicators of sales frequency,promotion quality, timeliness and timing of promotions on purchasing decisions and the influence of image brand that has indicators of maker image, user image and product imageon purchasing decisions at Erigo Store Malang. This type of research used is quantitative research. The population in this study are consumers who have purchased products at Erigo Store Malang. The sample used was 85 respondents. Data collection techniques in this study used a questionnaire (questionnaire). The data analysis technique is a quantitative descriptive technique that aims to analyze a problem that occurs in a study. The analytical toolused in this research is multiple linear regression analysis with the help of Statistical Packagefor Social Sciences (SPSS) 16. The type of data used is quantitative data and the data source used is primary data. Simultaneously product quality, promotion and brand image affect purchasing decisions at Erigo Store Malang.

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