Nur Wulandari Rohman, Ineke (2023) MENINGKATKAN KEPUTUSAN PEMBELIAN BRAND BUSANA MUSLIM MELALUI EKUITAS MEREK, KUALITAS PRODUK DAN KEPUASAN KONSUMEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

ABSTRACT IMPROVING MUSLIM CLOTHING BRAND PURCHASE DECISIONS THROUGH BRAND EQUITY, PRODUCT QUALITY AND CUSTOMER SATISFACTION (Study at Zoya Factory Outlet in Serang City) This study aims to determine the effect of brand equity and product quality on purchasing decisions through customer satisfaction as an intervening variable. The research method uses quantitative types which are analyzed using the SEM-PLS model. The population of this study were consumers who had purchased at Zoya's factory outlet in Serang City with a total sample of 86 respondents. The results of the study concluded that brand equity has a positive and significant effect on purchasing decisions. Brand equity has a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on purchasing decisions. Consumer satisfaction has a positive and significant effect on purchasing decisions. Keywords: Brand Equity, Product Quality, Consumer Satisfaction and Purchase Decision

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor David Ramdansyah,pH. D, Agus 197110222009121002
Additional Information:	ABSTRACT IMPROVING MUSLIM CLOTHING BRAND PURCHASE DECISIONS THROUGH BRAND EQUITY, PRODUCT QUALITY AND CUSTOMER SATISFACTION (Study at Zoya Factory Outlet in Serang City) This study aims to determine the effect of brand equity and product quality on purchasing decisions through customer satisfaction as an intervening variable. The research method uses quantitative types which are analyzed using the SEM-PLS model. The population of this study were consumers who had purchased at Zoya's factory outlet in Serang City with a total sample of 86 respondents. The results of the study concluded that brand equity has a positive and significant effect on purchasing decisions. Brand equity has a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on purchasing decisions. Consumer satisfaction has a positive and significant effect on purchasing decisions. Keywords: Brand Equity, Product Quality, Consumer Satisfaction and Purchase Decision
Uncontrolled Keywords:	Kata kunci: Ekuitas Merek, Kualitas Produk, Kepuasan Konsumen dan Keputusan Pembelian Keywords: Brand Equity, Product Quality, Consumer Satisfaction and Purchase Decision
Subjects:	Communication > Communication (General)
Divisions:	05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
Depositing User:	Miss Ineke Nur Wulandari Rohman
Date Deposited:	16 Mar 2023 11:50
Last Modified:	16 Mar 2023 11:50
URI:	http://eprints.untirta.ac.id/id/eprint/22505

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