Rezky Saputra dan Kartika Anggraeni Sudiono Putri (2022) Peran harga, kualitas produk dan citra merek terhadap keputusan pembelian berulang pada produk Susu Bear Brand di kota Malang. 000411121.
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Abstract
This study was conducted with the aim of describing the repeat purchase decisions (Y) made by consumers, which are influenced by the price variables (X1), product quality (X2) and brand image(X3) of Bear Brand dairy products in Malang City. The method used in this research is descriptive quantitative method, by determining the people of Malang City as the research population based on the phenomena that occur. Based on the population that has been determined, 210 research respondents were taken as samples using the Malhotra formula. The sampling technique used in determining the characteristics of the sample using purposive sampling technique. While the data analysis efforts used multiple linear regression analysis method. Based on the research conducted, it is found that the repeat purchase decision on Bear Brand milk products is influenced by price, product quality and brand image simultaneously. Price and brand image also have a significant influence on the decision to purchase Bear Brand milk in Malang City partially, but the product quality variable does not affect the decision to buy Bear Brand milk partially. The more competitive prices with competitors and having compatibility with the quality offered and being able to maintain a positive image of a brand, there will be an increase in repeated purchases of Bear Brand dairy products in Malang City.
| Item Type: | Hak Cipta |
|---|---|
| Keywords: | price; product quality; brand image; and repeat purchase decisions |
| Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory |
| Depositing User: | Kartika Anggraeni Sudiono Putri |
| Date Deposited: | 11 May 2023 08:43 |
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