xviii ABSTRAK
NUR ISMA.S, 2022. Pengaruh Ekuitas Merek Dan Kualitas Produk Terhadap keputusan Pembelian Kemeja Henry Adams Di Mall Panakkukang Makassar, Skripsi Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar. Dibimbing oleh Pembimbing I Abd.
Rahman Rahim dan Pembimbing II Sherry Adelia
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh ekuitas merek dan kualitas produk terhadap keputusan pembelian kemeja Henry Adams di Mall Panakkukang Makassar. Jenis penelitian yang digunakan adalah Metode Penelitian Kuantitatif.
Hasil penelitian ini merupakan konsumen kemeja Henry Adams di Mall Panakkukang Makassar. Berdasarkan 48 data responden yang didapatakan dari pengisian kuesioner, karakteristik yang diperoleh berdasarkan Jenis kelamin, usia, pekerjaan, Pendidikan terakhir dan beberapa pertanyaan yang tertuju tentang variabel ekuitas merek dan kualitas produk terhadap keputusan pembelian, maka penulis mengambil kesimpulan penting, yaitu ekuitas merek berpengaruh positif namun tidak berpengaruh yang signifikan terhadap keputusan pembelian kemeja Henry Adams di Mall Panakkukan Makassar dan kualitas produk berpengaruh positif namun tidak berpengaruh signifikan terhadap keputusan pembelian kemeja Henry Adams di Mall Panakkukang Makassar.
Kata Kunci : Ekuitas Merek, Kualitas Produk, Keputusan Pembelian
xix ABSTRAC
NUR ISMA.S, 2022. The Influence of Brand Equity and Product Quality on the Purchase Decision of Henry Adams Shirt at Panakkukang Mall Makassar, Thesis Management Study Program Faculty of Economics and Business, University of Muhammadiyah Makassar. Supervised by Advisor I Abd.
Rahman Rahim and Advisor II Sherry Adelia
This study aims to determine how the influence of brand equity and product quality on the purchasing decision of Henry Adams shirt at Panakkukang Mall Makassar. The type of research used is the Quantitative Research Method.
The results of this study are consumers of Henry Adams shirts at Panakkukang Mall Makassar. Based on 48 respondent data obtained from filling out the questionnaire, the characteristics obtained were based on gender, age, occupation, recent education and some questions that address the variables of brand equity and product quality on purchasing decisions, so the author draws an important conclusion, namely brand equity has a positive effect but does not have a significant effect on purchasing decisions for Henry Adams shirts at Panakkukang Mall Makassar and product quality has a positive but not significant effect on purchasing decisions for Henry Adams shirts at Panakkukang Mall Makassar.
Keywords: Brand Equity, Product Quality, Purchase Decision
