?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+CITRA+MEREK+DAN+KUALITAS+PRODUK+TERHADAP%0D%0AKEPUTUSAN+PEMBELIAN+KONSUMEN+PADA+SABUN+MANDI+CAIR%0D%0AMEREK+DETTOL+DI+BANDAR+LAMPUNG+(Studi+Konsumen+Sabun+Cair%0D%0AMerek+Dettol+Di+Bandar+Lampung)&rft.creator=SHINTA+SEFTIANA%2C++1311011152&rft.subject=HD61+Risk+Management&rft.description=Merek+suatu+produk+merupakan+ciri+dan+karakteristik+suatu+barang+atau+jasa+yang%0D%0Aberpengaruh+pada+keputusan+pembelian+untuk+memilih+produk+yang+akan%0D%0Adigunakan.+Banyaknya+merek+sabun+mandi+yang+ditawarkan+di+pasar+dapat%0D%0Amempengaruhi+posisi+top+brand+indeks+dari+merek+sabun+mandi+yang+ada+di%0D%0AIndonesia.+Berdasarkan+data+top+brand+indeks+sabun+cair+merek+Dettol+memiliki%0D%0Apresentase+yang+cukup+tinggi+dan+dapat+bersaing+dengan+kompetitor+lainnya.%0D%0AMasalah+pada+penelitian+ini+yaitu+tingginya+tingkat+persaingan+dalam+kategori%0D%0Asabun+mandi+cair+yang+menandakan+bahwa+konsumen+dalam+kategori+ini+sangat%0D%0Apotensial+dalam+memilih+produk+sabun+mandi+yang+sejenis.+Namun%2C+disisi+lain%0D%0Aprodusen+dituntut+untuk+semakin+cermat+dalam+membaca+kebutuhan+dan%0D%0Akeinginan+konsumen.+Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+citra%0D%0Amerek+dan+kualitas+produk+terhadap+keputusan+pembelian+konsumen+sabun+mandi%0D%0Acair+merek+Dettol+di+Bandar+Lampung.+Sampel+pada+penelitian+ini+adalah%0D%0Apengguna+sabun+cair+Dettol+yang+ada+di+Bandar+Lampung+sebanyak+100+orang%0D%0Ayang+ditentukan+melalui+metode+non+probability+sampling%2C+dengan+teknik%0D%0Apurposive+sampling.+Desain+penelitian+yang+digunakan+adalah+penelitian+deskriptif%0D%0Averifikatif%2C+penelitian+ini+menggunakan+analisis+regresi+linier+berganda.+Pengujian%0D%0Ahipotesis+dilakukan+dengan+secara+parsial+(uji-t)+dan+secara+simultan+(uji-f).+Hasil%0D%0Apenelitian+ini+adalah+variabel+citra+merek+dan+kualitas+produk+berpengaruh+positif%0D%0Aterhadap+keputusan+pembelian.+Variabel+bebas+yang+mempunyai+pengaruh%0D%0Aterbesar+yaitu+citra+merek+(X1)+dengan+nilai+%CE%B2+%3D+0.711+dengan+signifikansi+0.000%2C%0D%0Aselanjutnya+variabel+kualitas+produk+(X2)+dengan+nilai+%CE%B2+%3D+0.216+dengan%0D%0Asignifikansi+0.03+dan+masing-masing+variabel+X+memberikan+kontribusi+dalam%0D%0Amempengaruhi+Variabel+Y+sebesar+78.5%25+dan+sisanya+sebesar+21.5%25+dipengaruhi%0D%0Aoleh+variabel+lain.%0D%0AKata+kunci+%3A+citra+merek%2C+kualitas+produk%2C+keputusan+pembelian%0D%0A%0D%0Aabstract%0D%0A%0D%0ABrand+a+product+is+features+and+characteristic+of+a+goods+or+services+are+influence%0D%0Athe+decision+purchase+for+choose+products+will+be+used.+Many+brand+soap+toiletry%0D%0Aoffered+in+the+market+can+affect+position+top+brand+index+of+brands+of+soap+toiletry%0D%0Ain+indonesia.+Based+on+the+data+top+brand+index+liquid+soap+brand+dettol+having%0D%0Athe+percentage+is+quite+high+and+can+compete+with+other+competitors.+Problem+in%0D%0Athis+research+that+is+the+high+level+of+competition+in+the+category+of+soap+bath+of%0D%0Amolten+suggesting+that+consumers+in+the+category+of+is+really+potential+in+choosing%0D%0Asoap+products+bathroom+similar+.But+%2C+on+the+other+side+producers+are+required+to%0D%0Abe+increasingly+careful+in+reading+the+needs+and+consumer+advocacy.+Research%0D%0Aaims+to+understand+the+influence+of+image+brands+and+product+quality+of+the%0D%0Adecision+the+purchase+of+consumers+soap+bath+of+molten+brand+Dettol+in+Bandar%0D%0ALampung.+Samples+to+research+it+is+use+liquid+soap+dettol+that+is+in+bandar%0D%0Alampung+as+many+as+100+people+determined+through+a+method+of+non+probability%0D%0Aof+sampling%2C+to+technique+purposive+sampling.+Design+research+used+is+research%0D%0Adescriptive+verifikatif%2C+this+research+using+analysis+linear+regression+multiple.+The%0D%0Atesting+of+hypotheses+done+with+in+partial+(+uji-t)+and+simultaneously+(+uji-f+).+The%0D%0Aresult+of+this+research+is+the+variable+image+brands+and+quality+products+have+had+a%0D%0Apositive+impact+of+the+decision+the+purchase+.+Variable+free+have+the+biggest%0D%0Aimpact+that+is+image+brand+(+x1)+to+the+value+of+%CE%B2+%3D+0.711+With+significance+0.000%0D%0A%2C+next+variable+the+quality+of+the+product+(+x2)+to+the+value+of+%CE%B2+%3D+0.216+With%0D%0Asignificance+0.03+and+each+variable+x+contributes+in+effecting+variable+y+of+78.5+%25%0D%0Aand+the+rest+as+much+as+21.5+%25+influenced+by+other+variables.%0D%0AKeywords%3A+Brand+Image%2C+Quality+Products%2C+Purchase+Decision&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS+&rft.date=2017-04-20&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26487%2F1%2FABSTRAK%2520%2528ABSTRACT%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26487%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26487%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++SHINTA+SEFTIANA%2C+1311011152++(2017)+PENGARUH+CITRA+MEREK+DAN+KUALITAS+PRODUK+TERHADAP+KEPUTUSAN+PEMBELIAN+KONSUMEN+PADA+SABUN+MANDI+CAIR+MEREK+DETTOL+DI+BANDAR+LAMPUNG+(Studi+Konsumen+Sabun+Cair+Merek+Dettol+Di+Bandar+Lampung).++FAKULTAS+EKONOMI+DAN+BISNIS+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F26487%2F