Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Produk Hijab Lafiye di Kota Bekasi

Damanik, Indah Cahaya (2025) Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Produk Hijab Lafiye di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to determine the influence of Product Quality, Brand Image, and Price on the Purchase Decsion of Lafiye Hijab Product in Bekasi City. This study uses a quantitative research design. The population in this study is Lafiye consumers in Bekasi City with a sample of 115 respondents. The sampling technique used a nonprobability sampling technique using the rspondent criteria, namely lafiye hijab consumer who had Purchased hijab, consumers who lived in Bekasi City, and consumers aged 17-35 years. The results of the research were partial test (t-test) of product quality variables showing a significance of 0.000 < 0.05 which means that product quality variables have an effect and are sigificant on the Purchase Decision, The Brand Image is influential and significant on the purchase decision, while the price variable shows a significance result of 0.000>0.05 which means that is influential amd significant on the purchase decision. for the simultaneous test (f-test) showed a significance result. 00b of<0.05 means that product quality, brand image, and price simultaneously affect the purchase decision of hijad Lafiye products.

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