PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TUPPERWARE UNIT MUTIARA CITRA KARAWANG

SUMIRAT, INDAH CAHYA (2012) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TUPPERWARE UNIT MUTIARA CITRA KARAWANG. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Indah Cahya Sumirat, 2011; The Influence of Product Quality and Brand Image toward Purchase Decision at Tupperware Unit Mutiara Citra Karawang. Skripsi: Jakarta, Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of the research are: 1) To know description for product quality, brand image and purchase decision at Tupperware Unit Mutiara Citra Karawang. 2) To know influence of product quality towards purchase decision at Tupperware Unit Mutiara Citra Karawang. 3) To know influence of brand image towards purchase decision at Tupperware Unit Mutiara Citra Karawang. 4) To know influence of product quality and brand image towards purchase decision at Tupperware Unit Mutiara Citra Karawang. The analysis implemented in this research are simple regression and multiple regression analysis. The method of this research is simple random sampling, that taken 133 membership at Tupperware Unit Mutiara Citra Karawang, while data collecting by using quitionaire and cultivated using SPSS 19.0. The result of t test for product quality is 4.262, and the signification is 0.000. This shows that there is an effect between product quality towards purchase decision. The result of t test for brand image is 7.478, and the signification is 0.000 This shows that there is an effect between brand image towards purchase decision. The result of F test is 31.139, and the signification is 0.000. This shows that there is an effect between product quality and brand image towards purchase decision. The result of R2 is 0,324 or 32,4%. It means purchase decision is affected by product quality and brand image as much as 32,4%. Keywords: Product Quality, Brand Image, Purchase Decision

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