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Determinants of Purchasing Decisions in Fashion Retail: The Role of Personal Selling, Product Quality, and Brand Image
Nurkamit Marketing Analyst Keywords: Personal Seling, Product Quality, Brand Image, Purchase Decision In-Depth Analysis and Discussion Overview of Research Findings This study examined the influence of personal selling, product quality, and brand image on purchasing decisions for Charles & Keith products at Plaza Ambarrukmo and Yogyakarta Pakuwon Mall. The findings demonstrated that product quality and brand image significantly influenced purchasing decisions, while personal selling did not have a significant partial effect. However, simultaneously, all three variables positively and significantly affected purchasing decisions. The adjusted R-square value of 0.616 indicates that 61.6% of purchasing decisions can be explained by personal selling, product quality, and brand image, while the remaining 38.4% is influenced by other variables outside the model, such as price perception, lifes...
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