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Pengaruh Product Quality dan Brand Image terhadap Purchase Decision Melalui Lifestyle pada Produk Sepatu Thrift Impor di Kota Pekanbaru (Studi Kasus Mahasiswa di Kota Pekanbaru)

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This research aims to determine the extent of the influence of product quality and brand image on purchase decisions through lifestyle regarding imported thrift shoes in the city of Pekanbaru (A Case Study of Students in Pekanbaru). This study consists of two independent variables, namely product quality and brand image, and one dependent variable, which is purchase decision, with lifestyle as an intervening variable. The analysis method employed is path analysis. Data collection for this research was conducted using questionnaires filled out by respondents, specifically students from across Pekanbaru who have purchased imported thrift shoes. The results of the study, based on Partial Tests (t-tests), are as follows: a) There is a significant influence of product quality on lifestyle. b) There is a significant influence of brand image on lifestyle. c) There is no significant influence of product quality on purchase decisions. d) There is a significant influence of brand image on purchase decisions. e) There is no significant influence of lifestyle on purchase decisions. f) Lifestyle cannot mediate the influence of product quality on purchase decisions. g) Lifestyle cannot mediate the influence of brand image on purchase decisions.

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Detail Information

Call Number

Manajemen 658.8342 Daf p

Language

Indonesia

NPM

205210014

Publisher

Manajemen : Universitas Islam Riau., 2024

Keyword(s)

Purchase Decision
Brand Image
Product Quality
Lifestyle

Other Information

Petugas

Uthi Kurnia

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