Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian buku di store intrans publishing Malang

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Published: May 3, 2024
DOI: https://doi.org/10.21067/jrpe.v9i1.9629

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Imam Junaris
Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung
Nik Haryanti
Universitas Islam Balitar Blitar

Abstract

The purpose of this study is to determine the influence of product quality and brand image on book purchase decisions at Store Instrans Publishing Malang. The research method used is a quantitative research approach. The sample in this study was 100 consumers. With sampling techniques using purposive sampling, which is a sampling technique with certain considerations. Data analysis using multiple regression tests. The results of his research showed that product quality affects book purchase decisions at Instrans Publishing Store Malang. This means that the higher the quality of the product, the higher the purchase decision. Brand image influences book purchase decisions at Instrans Publishing Store Malang. This means that the higher the brand image, the higher the purchase decision.

Article Details

How to Cite
Junaris, I., & Haryanti, N. (2024). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian buku di store intrans publishing Malang. Jurnal Riset Pendidikan Ekonomi, 9(1), 57–65. https://doi.org/10.21067/jrpe.v9i1.9629
Issue
Vol. 9 No. 1 (2024): APRIL
Section
Articles

Jurnal Riset Pendidikan Ekonomi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. The copyright of the received article once accepted for publication shall be assigned to the journal as the publisher.

 

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