Abd. Azis Hasbullah, 150211100093. Pengaruh Kualitas Produk, Citra Merek, dan Label Pribadi terhadap Keputusan Pembelian Pada Produk merek Friday Killer di Pamekasan. Di bawah bimbingan Dr. A. Yahya Surya Winata, S.E., M.Si. dan Dr. Drs.Ec. Chairul Anam, M.Kes Program Studi Manajemen . Universitas Trunojoyo Madura. Dunia bisnis menuju suatu kemajuan usaha, banyaknya perusahaan dalam bersaing untuk merebut pangsa pasar. Salah satunya adalah Toko Friday Killer, ketidak sesuaian dalam produk di nilai kurang baik oleh konsumen, beberapa faktornya adalah Kualitas Produk, Citra Merek, dan Label Pribadi kurang baik dan tidak sesuai. Tujuan penelitian ini adalah untuk mengetahui Pengaruh Kualitas Produk, Citra Merek, dan Label Pribadi terhadap Keputusan Pembelian Pada Produk merek Friday Killer di Pamekasan. Metode Penelitian yang digunakan adalah kuantitatif deskriptif. Digunakan Untuk mengetahui gambaran deskripsi secara sistematis, faktual dan akurat mengenai Kualitas Produk, Citra Merek, dan Label Pribadi terhadap Keputusan Pemebelian. Sampel penelitian ini adalah konsumen yang sudah melakukan pemebelian produk merek Friday Killer pada Toko Friday Killer. Sedangkan teknik penegambilan sampel yang di gunakan adalah teknik metode sampling insidental, dengan jumlah sampel swbanyak 40 responden. Analisis yang digunakan adalah analisis data uji validasi, uji reabilitas, uji normalitas, uji t dan uji F dengan bantuan SPSS 21 Hasil dari penelitian ini menunjukkan bahwa secara parsial Kualitas Produk, Citra Merek, dan Label Pribadi berpengaruh terhadap keputusan pembelian. Secara simultan Kualitas Produk, Citra Merek, dan Label Pribadi berpengaruh terhadap keputusan Pembelian. Kata Kunci : Kualitas Produk,Citra Merek, Label Pribadi, Keputusan Pembelian

Abd. Azis Hasbullah, 150211100093. The Effect of Product Quality, Brand Image and Private Label to the Purchasing Decision of Product at Friday Killer Brand Products in Pamekasan. Under the Guidance of Dr. A. Yahya Surya Winata, S.E., M.Si. and Dr. Drs.Ec. Chairul Anam, M.Kes Management Study Program, University of Trunojoyo Madura. The business world is going to a business progress, many companies are competing to gain market share. The one of them is Friday Killer Shop, incompatibility of the product is valued not good by the consumer, the several factors are the Quality of Product, Brand Image, and Private Label are not good and not appropriate. The purpose of this research is to find out the Effect of Product Quality, Brand Image, and Private Label to the Purchasing Decision of Product at Friday Killer Brand Products in Pamekasan. The research method which is used is descriptive quantitative. It is used to find out the representation of description systematically, factually, accurately about the Quality of Product, Brand Image, Private Label to the Purchasing Decision. The sample in this research is consumer who has purchased the brand product of Friday Killer at the Friday Killer Shop. Meanwhile, the technique of sampling which is used is the method technique of incidental sampling, with the total of sample amount of 40 respondents. The analyses which are used are the data analysis of validity test, reliability test, normality test, t test and F test by the helping of SPSS 21. The results of this research show that partially the Quality of Product, Brand Image, and Private Label has an effect to the purchasing decision. Simultaneously, the Quality of Product, Brand Image, and Private Label has an effect to the purchasing decision. Keywords: The Quality of Product, Brand Image, Private Label, Purchasing Decision

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