ZAHRA, NUR AMALIA (2024) The Influence of Brand Image and Product Price Towards Purchase Decision of H&MProduct (Study on Consumers H&M In DP Mall Semarang). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

	Text Cover .pdf - Submitted Version Restricted to Repository staff only Download (428kB)
	Text BAB 1.pdf - Submitted Version Download (586kB)
	Text BAB 2.pdf - Submitted Version Download (249kB)
	Text BAB 3.pdf - Submitted Version Restricted to Repository staff only Download (1MB)
	Text BAB 4.pdf - Submitted Version Download (100kB)
	Text DAFTAR PUSTAKA.pdf - Submitted Version Download (138kB)
	Text LAMPIRAN.pdf - Submitted Version Restricted to Repository staff only Download (600kB)

Abstract

This study aim s to determine the effect of brand image and product price on purchasing decisions at H & M DP Mall Semarang, which is currently facing significant challenges due to various controversies and negative customer reviews. Although H&M has long been known as a trendy fast fashion brand, the is sues have damaged its reputation. On the other hand, competitive product prices remain an essential factor in attracting consumers, especially in price-sensitive
segments. However, the ultimate goal is for H&M to improving brand image crucial to ensure consistente purchasing decisions. Brand image and product prices from H&MDP Mall Semarang are thought to influence purchasing decisions. This type of research is explanatory research. The sample used was 100 respondents, and nonprobability sampling techniques were utilized. The analysis carried out in this study is linier regression using IBM SPSS version 21 program. The results of this study indicate that brandimage variables and product prices influence purchasing decisions at H&M DP Mall Semarang. Based on these results, H&M DP Mall Semarang is advised to improve customer service and the comfort of customers when shopping at the store and that the price and its worth be evaluated interms of product quality and advantages.
Keywords: Brand Image, ProductPrice,Purchase decision
146 bisnis 2024

Actions (login required)

View Item