Pengaruh Brand Image, Mutu Produk dan Persepsi Harga terhadap Keputusan Pembelian Merchandise Miniso Ambarrukmo Plaza Mall Yogyakarta

Regita Ratna Hediyati; Yunita Fitri Wahyuningtyas

doi:10.29407/jse.v7i1.627

Regita Ratna Hediyati Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha
Yunita Fitri Wahyuningtyas Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

https://doi.org/10.29407/jse.v7i1.627

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PDF (Bahasa Indonesia) downloads: 213

Keywords: Brand Image, Product Quality, Price Perception, Purchasing Choices

Abstract

Miniso presents a variety of middle class products at economical selling prices so that they are very popular with many people, especially millennials. The aim of this research is to evaluate the variables listed in the observations. Researchers analyze using quantitative methods. The information collection strategy is in the form of a general description and survey with a questionnaire as a paraga. The sample in this research consisted of 100 purchasing clients at Miniso Ambarrukmo Plaza Mall Yogyakarta, using a purposive sampling testing strategy and the IBM SPSS 25th edition statistical program. As shown by the research results, brand image, product quality and price perceptions influence purchasing choices.

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