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All Journal Economicus: Jurnal Ekonomi dan Manajemen
Anisa Apriyanti
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Economics, Econometrics & Finance Other

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PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM MEREK HEAVEN LIGHTS DI KOTA BOGOR Mujito; Anisa Apriyanti; Tika Kartika Asri; M. Zairin; Novita Anggraeni
Economicus Vol. 18 No. 1 (2024): JUNI
Publisher : Sekolah Tinggi Ilmu Ekonomi Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v18i1.396

Abstract

This research aims to determine the effect of product quality, price, promotion, and brand image on purchasing decisions for Heaven Lights brand Muslim clothing in Bogor City. The result show that : 1) The product quality variable affects the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 3.802 ≥ t table (1.660) and a significance value of 0.000 ≤ 0.1. (2) The price variable has no effect on the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 1.067 ≤ t table (1.66) and a significance value of 0.289 ≥ 0.1. (3) The promotion variable has no effect on the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 1.558 ≤ t table (1.66) and a significance value of 0.122 ≥ 0.1. (4) The brand image variable affects the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 5.095 ≥ t table (1.66) and a significance value of 0.000 ≤ 0.1. (5) The variables of product quality, price, promotion, and brand image jointly influence the purchasing decision of Heaven Lights Muslim clothing in the city of Bogor with an Fhitung value of 94.561 ≥ Ftabel (2.00) and a significance value of 0.000 ≤ 0.1.
PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM MEREK HEAVEN LIGHTS DI KOTA BOGOR Mujito Mujito; Tika Kartika Asri; M. Zairin; Novita Anggraeni; Anisa Apriyanti
Economicus : Jurnal Ekonomi dan Manajemen Vol. 14 No. 2 (2024): Juni : Economicus : Jurnal Ekonomi dan Manajemen
Publisher : Institut Teknologi dan Bisnis Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v14i2.17

Abstract

This research aims to determine the effect of product quality, price, promotion, and brand image on purchasing decisions for Heaven Lights brand Muslim clothing in Bogor City. The result show that : 1) The product quality variable affects the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 3.802 ≥ t table (1.660) and a significance value of 0.000 ≤ 0.1. (2) The price variable has no effect on the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 1.067 ≤ t table (1.66) and a significance value of 0.289 ≥ 0.1. (3) The promotion variable has no effect on the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 1.558 ≤ t table (1.66) and a significance value of 0.122 ≥ 0.1. (4) The brand image variable affects the purchase decision of Heaven Lights Muslim clothing in Bogor City with a tcount value of 5.095 ≥ t table (1.66) and a significance value of 0.000 ≤ 0.1. (5) The variables of product quality, price, promotion, and brand image jointly influence the purchasing decision of Heaven Lights Muslim clothing in the city of Bogor with an Fhitung value of 94.561 ≥ Ftabel (2.00) and a significance value of 0.000 ≤ 0.1.
Co-Authors M. Zairin Mujito Mujito Mujito Novita Anggraeni Tika Kartika Asri