Pengaruh Atribut Produk Terhadap Terbentuknya Citra Merek (Brand Image) pada Usaha Konveksi Rok Sekolah (Studi Pada Konveksi Rok Sekolah Bapak Leman Daerah Kecamatan Medan Denai)

Abstract

Product attributes is the development of a product or service involves the determination of the benefits to be provided. Specify product attributes are product quality, product characteristics, and design products that can affect the formation of brand image (brand image) on a business school skirt convection Mr. Leman. Based on this background, this study aims to determine the effect of product attributes (product quality, product characteristics, and product model) on the formation of brand image (brand image) at the business school skirt convection Mr. Leman. The method used in this research is descriptive research methods with quantitative approaches and contained 100 samples in this study ie, buyers who have been or are currently using school skirt brand Abdy's Jaya. From the research conducted, it is concluded that the product quality, product characteristics, and design products simultaneously have a positive and significant influence on brand image (brand image) on a business school skirt convection Mr. Leman.