Published: 2024-10-12

Pengaruh Kualitas Produk, Brand Image Dan Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Pelanggan Provider Myrepublic)

DOI: 10.35870/jemsi.v10i5.3258

Muhammad Andika, Hamid Halin, Yeni
  • Muhammad Andika: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
  • Hamid Halin: a:1:{s:5:"en_US";s:31:"Universitas Indo Global Mandiri";} , Indonesia
  • Yeni: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Kualitas Produk, Brand Image dan Harga terhadap Keputusan Pembelian pada Pelanggan Provider MyRepublic di kota Palembang. Penelitian ini menggunakan metode analisis kuantitatif. Sampel yang digunakan pada penelitian adalah sebanyak 385 responden. Data yang diperoleh dalam penelitian ini melalui penyebaran kuesioner kepada pelanggan provider MyRepublic di kota Palembang. Alat analisis yang digunakan adalah uji validitas, reliabilitas, uji hipotesis yaitu uji t, uji F dan uji determinasi. Hasil penelitian menunjukkan 1) Terdapat pengaruh kualitas produk terhadap keputusan pembelian pelanggan MyRepublic, 2) Terdapat pengaruh brand image terhadap keputusan pembelian pelanggan MyRepublic, 3) Terdapat pengaruh harga terhadap keputusan pembelian pelanggan MyRepublic, 4) Terdapat pengaruh kualitas produk, brand image dan harga terhadap keputusan pembelian pelanggan MyRepublic

Keywords

kualitas produk, brand image, harga, keputusan pembelian

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Muhammad Andika, Halin, H., & Yeni. (2024). Pengaruh Kualitas Produk, Brand Image Dan Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Pelanggan Provider Myrepublic). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(5), 3111-3119. https://doi.org/10.35870/jemsi.v10i5.3258
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 5 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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