RONNY WIJAYA (2020) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPEDA OLAHRAGA MEREK POLYGON DENGAN GAYA HIDUP SEHAT SEBAGAI VARIABEL PEMODERASI. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Official URL: http://repository.umy.ac.id/handle/123456789/35512

Abstract

This study aims to determine the effect of brand image, product quality, and price on purchasing decisions for Polygon brand sports bicycles with a healthy lifestyle as a moderating variable. This study uses primary data with a sample size of 140 respondents, with a non-probability sampling method and the sampling technique uses purposive sampling. Data collection was carried out through questionnaires. Analysis of the data used is the Multiple Linear Regression Test and Moderated Regression Analysis (MRA) with the help of SPSS 23 software. The results of this study indicate that brand image, product quality, and price partially have a significant positive effect on purchasing decisions. The results show a healthy lifestyle reinforces the influence of brand image, product quality, and price on purchasing decisions. The results show that simultaneous brand image, product quality, and price are significantly positive for purchasing decisions.

Dosen Pembimbing: UNSPECIFIED | UNSPECIFIED
Item Type: Thesis (S1)
Uncontrolled Keywords: CITRA MEREK; KUALITAS PRODUK; HARGA; KEPUTUSAN PEMBELIAN; GAYA HIDUP SEHAT
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Unnamed user with email Admin Perpustakaan 1
Last Modified: 09 Oct 2025 03:12
URI: https://etd.umy.ac.id/id/eprint/58114

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