Pengaruh Kualitas Produk, Citra Merek, dan Etnosentrisme terhadap Keputusan Pembelian Produk Pakaian Merek Uniqlo Pada Segmen Milenial di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Labitta, Zevira Tiara
Subject
658 - GENERAL MANAGEMENT
Datestamp
2023-08-11 07:42:45
Abstract :
This study aims to analyze the effect of product quality, brand image, and ethnocentrism on purchasing decisions for uniqlo clothing products in the millennial segment in Surabaya. The data in this study based on its nature is quantitative data, namely data in the form of data numbers obtained and then measured so that it can strengthen the descriptive about the process and results of this study. The sampling technique used in this study using the method is non probability sampling by purposive sampling. The population in this study, namely the population used in the study, is the Surabaya millennial segment who use and buy Uniqlo clothes. The analysis technique used in this research is using SEM-PLS. The results showed that product quality, brand image, and ethnocentrism had a positive effect on purchasing decisions for uniqlo clothing products in the millennial segment in Surabaya.
This study aims to analyze the effect of product quality, brand image, and ethnocentrism on purchasing decisions for uniqlo clothing products in the millennial segment in Surabaya. The data in this study based on its nature is quantitative data, namely data in the form of data numbers obtained and then measured so that it can strengthen the descriptive about the process and results of this study. The sampling technique used in this study using the method is non probability sampling by purposive sampling. The population in this study, namely the population used in the study, is the Surabaya millennial segment who use and buy Uniqlo clothes. The analysis technique used in this research is using SEM-PLS. The results showed that product quality, brand image, and ethnocentrism had a positive effect on purchasing decisions for uniqlo clothing products in the millennial segment in Surabaya.
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