ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE CABANG KALIURANG UGM DI YOGYAKARTA

Namora, Chesa Armelinda (2025) ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE CABANG KALIURANG UGM DI YOGYAKARTA. Skripsi thesis, UPN "Veteran"Yogyakarta.

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Abstract

Mixue is a franchise company that provides ice cream, tea, and other beverages
originating from China. Mixue has gained many enthusiasts after its ice cream went
viral on various social media platforms, particularly TikTok and Instagram. This
study aims to analyze the influence of product quality, service, brand image, and
price on purchasing decisions at Mixue Kaliurang UGM. This research uses a
descriptive quantitative method with 50 respondents selected through purposive
sampling. The data used are primary and secondary data obtained through
observation, documentation, and interviews. The data analysis technique in this
study employs SEM-PLS (Structural Equation Modeling–Partial Least Square).
The results show that: 1) Consumers are predominantly young, female, and
university students; 2) Product quality, service quality, and brand image have a
positive and significant effect on purchase decisions, while the price variable does
not show a significant effect. The results of this study indicate that Mixue needs to
focus more on improving product quality, service, and brand image, as these three
factors have been proven to significantly influence consumer purchasing decisions.
Keywords: Brand image, Price, Product Quality, Purchasing Decision, Service
Quality

Item Type:	Tugas Akhir (Skripsi)
Additional Information:	Chesa Armelinda Namora (Penulis -135210056); Nanik Dara Senjawati (Pembimbing)
Uncontrolled Keywords:	Brand image, Price, Product Quality, Purchasing Decision, Service Quality
Subjek:	H Social Sciences > HD Industries. Land use. Labor S Agriculture > S Agriculture (General)
Divisions:	Fakultas Pertanian > (S1) Agribisnis
Depositing User:	UPA Perpustakaan
Date Deposited:	26 Nov 2025 02:18
Last Modified:	26 Nov 2025 02:18
URI:	http://eprints.upnyk.ac.id/id/eprint/45825

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