PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI KOPILOKA 3.0 PALEMBANG

TRINANDO, MUHAMMAD ADITHIA (2025) PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI KOPILOKA 3.0 PALEMBANG. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRACT MUHAMMAD ADITHIA TRINANDO, The Influence of Product Quality, Brand Image, and Location on Purchasing Decisions at Kopiloka 3.0 Palembang. This thesis essentially discusses the Influence of Product Quality, Brand Image, and Location on Purchasing Decisions at Kopiloka 3.0 Palembang. The purpose of this study is to determine, analyze, and prove the influence of Product Quality, Brand Image, and Location on Purchasing Decisions at Kopiloka 3.0 Palembang simultaneously and partially. This study used multiple linear regression analysis. The analytical techniques used were multiple linear regression analysis, classical assumption tests, coefficient of determination, simultaneous tests (F), and partial tests (t) using SPSS 26. Based on the results of data processing with SPSS Version 26 in the F test, the calculated F value is (0.000 <0.1) and it is known that Product Quality, Brand Image, and Location together have a positive and significant influence on Purchasing Decisions at Kopiloka 3.0 Palembang. The results of the t test show that Product Quality (X1) has no effect on Purchasing Decisions with a significant value of 0.044> 0.1, Brand Image (X2) has a significant effect of 0.000 <0.1 and Location (X3) has a significant effect of 0.000 <0.1. The Adjusted R Square value of 0.825 means that the independent variable contributes to influencing the dependent variable (Purchasing Decision) by 82.5% while the remaining 17.5% is influenced by other variables outside the model. Keywords: Product Quality, Brand Image, Location, Purchasing Decision

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Tn MUHAMMAD ADITHIA TRINANDO
Date Deposited: 08 Sep 2025 02:01
Last Modified: 08 Sep 2025 02:01
URI: http://repository.univ-tridinanti.ac.id/id/eprint/10367

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