SUDRAJAT, Azat (2022) PENGARUH CITRA MEREK, IKLAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Deterjen Rinso). Bachelor thesis, UNIVERSITAS PERADABAN.
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Abstract
This study aims to determine and analyze the influence of brand image, advertising, product quality and price on purchasing decisions (Case Study on Rinso Detergent). The type of research conducted in this study is a type of quantitative research. The population used in this study are people who understand the product and information about Rinso Detergent whose number is unknown throughout Indonesia and the sample used in this study was 96 respondents. The data collection method in this study is data obtained directly from filling out questionnaires distributed by respondents online via google form. Analysis of the data used in this study used instrument test data analysis, descriptive analysis, multiple linear regression analysis, and classical assumption test. The instrument validity test in this study used the Product Moment and the reliability test used the Cronbach Alpha test. Data analysis used multiple linear regression analysis by using several tests including t test, f test, test the coefficient of determination. Data analysis with classical assumption test used three tests including normality test, heteroscedasticity test, and multicollinearity test. Data analysis in this study was processed using the SPSS version 26 software application.
| Item Type: | Thesis (Bachelor) | ||||||||||||
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| Uncontrolled Keywords: | Brand Image, Advertising, Product Quality, Price, Purchase Decisio | ||||||||||||
| Subjects: | 600 Technology dan Ilmu Terapan > 650 Bisnis, Manajemen & Public Relation > 658 Manajemen Umum > Marketing, Manajemen Distribusi > Perilaku Konsumen, Psikologi Konsumen, Kepuasan Konsumen 600 Technology dan Ilmu Terapan > 650 Bisnis, Manajemen & Public Relation > 659 Periklanan; Hubungan Masyarakat / Public Relation |
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| Divisions: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen - S1 | ||||||||||||
| Depositing User: | - Muhammad Zulfan Aufa Siddiq | ||||||||||||
| Date Deposited: | 09 Feb 2026 06:07 | ||||||||||||
| Last Modified: | 09 Feb 2026 06:07 | ||||||||||||
| URI: | http://repository.peradaban.ac.id/id/eprint/2276 |
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