PENGARUH KETIDAKPASTIAN EKONOMI PADA INVESTASI PERUSAHAAN: PEMBUKTIAN MENGGUNAKAN PENDEKATAN PANEL QUANTILE REGRESSION

Rita Juliana

Abstract


Abstract. This study aims to determine and analyze product quality, brand image and price on purchasing decisions for Emina cosmetics among students at the State Islamic University of North Sumatra.  This research approach uses quantitative research.  The data used in this study are primary data obtained from questionnaires.  The sample of this research is students majoring in Management Class of 2018 at the Faculty of Economics and Islamic Business, State Islamic University of North Sumatra, totaling 100 respondents.  The analysis technique uses multiple linear regression analysis.  The results of the study simultaneously show that product quality, brand image and price have a positive and significant effect on purchasing decisions.  The results partially show that product quality has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions and price has a significant effect on purchasing decisions.

Abstrak. Penelitian ini bertujuan untuk mengetahui dan menganalisis kualitas produk, citra merek dan harga terhadap keputusan pembelian kosmetik emina pada kalangan Mahasiswa-mahasiswi Universitas Islam Negeri Sumatera Utara. Pendekatan penelitian ini menggunakan penelitian kuantitatif. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari kuesioner. Sampel penelitian ini adalah Mahasiswa-mahasiswi jurusan Manajemen Angkatan 2018 di Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sumatera Utara yang berjumlah 100 responden. Teknik analisis menggunakan analisis regresi linear berganda. Hasil penelitian secara simultan menunjukkan bahwa kualitas produk, citra merek dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian secara parsial menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian, citra merek berpengaruh signifikan terhadap keputusan pembelian dan harga berpengaruh signifikan terhadap keputusan pembelian


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DOI: https://doi.org/10.35794/jmbi.v9i3.40053

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