Purchasing Decisions at Health & Beauty Stores in Terms of Brand Image, Location, and Quality Of Service
Keputusan Pembelian pada Toko Kesehatan & Kecantikan ditinjau dari Citra Merek, Lokasi, dan Kualitas Pelayanan
DOI:
https://doi.org/10.21070/ups.2350Keywords:
Brand Image, Location, Service Quality, Purchasing DecisionAbstract
This study aims to determine purchasing decisions at health & beauty stores in terms of brand image, location, service quality. This research is a type of quantitative research through a survey approach. Sampling was determined by non-probability sampling technique with accidental sampling method with a total sample of 100 respondents with certain considerations. The population used in this study were visitors who had bought health and beauty products at the Sidoarjo Guardian store. Data analysis techniques using SPSS 26 for windows. The results of this study indicate that brand image has a positive effect on purchasing decisions, location has a positive effect on purchasing decisions, service quality has a positive effect on purchasing decisions
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