The Influence of Product Quality, Brand Image and Promotion on The Purchase Decision of 3second Fashion

Rindi, Rindi and Nilowardono, Sengguruh and Sukoco, Agus and Dharmani, IGA Aju Nitya and Suyono, Joko (2021) The Influence of Product Quality, Brand Image and Promotion on The Purchase Decision of 3second Fashion. Journal of World Conference (JWC), 3 (6). pp. 549-556. ISSN 2656-1174

	Text 6. Jurnal.pdf Download (466kB)
	Text (PeerReview) 6. PeerReview.pdf Download (1MB)
	Text (Plagiarism) 6. Turnitin.pdf Download (2MB)

Abstract

This study aims to determine the effect of product quality, brand image and promotion on purchasing decisions of 3second Fashion Royal Plaza Surabaya fashion. A quantitative approach is used to answer the problems in this study, using 100 respondents. The analysis technique used is multiple linear regression analysis. The results show that, 1) Product quality influences purchasing decisions for the 3second Fashion Royal Plaza Surabaya fashion so that H1 is accepted. That is, the better the quality of the products sold, the higher the decision to buy the product. 2) Brand image influences purchasing decisions for 3second Fashion Royal Plaza Surabaya fashion so that H2 is accepted. That is, the better the brand image that is embedded in the minds of consumers, the decision to buy a product is increasing. 3) Promotion has an effect on purchasing decisions for 3second Fashion Royal Plaza Surabaya fashion so that H3 is accepted. That is, the more maximum promotional efforts made by the company, the decision to buy the product will increase. and 4) Product quality, brand image and promotion influence the purchasing decision of the 3second Fashion Royal Plaza Surabaya fashion so that H4 is accepted. That is, the existence of products with high quality, good brand image and maximum and well-targeted promotions will have an impact on increasing consumer purchasing decisions.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Repository Administrator
Date Deposited:	27 Sep 2022 04:20
Last Modified:	27 Sep 2022 04:20
URI:	http://repository.narotama.ac.id/id/eprint/1332

Actions (login required)

View Item

Downloads