SEDHO, FRANSISCA NOVIANTI AYULUPITA (2016) PENGARUH BAURAN PROMOSI, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA BEAT DI SIDOARJO. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The purpose of this study is to determine whether the advertising, sales promotion, personal selling, brand image and price influence the purchase decision of matic motorcycle of Honda Beat in Sidoarjo either partially and simultaneously. This study uses the entire population of sidoarjo people who use the products of the Honda Beat. Purposive sampling technique using sampling where the sampling adapted to the characteristics specified by the researcher. Sampel in this study using 98 respondents. The type of data used is primary data. Method of data collection through a questionnaire survey. Data analysis using descriptive analysis, classic assumption test and multiple linear regression analysis using SPSS 16.0. The result of this study showed advertising and brand image have significant influence on buying decision, but sales promotion, personal selling and price have no significant influence on buying decision. Advertising, sales promotion, personal selling, brand image and price simultaneously have influence on buying decision matic motorcycle Honda Beat in Sidoarjo Keywords : Promotional Mix, Brand Image, Price, Buying Decision.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 04 Sep 2017 04:10 |
| Last Modified: | 04 Sep 2017 04:10 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2252 |
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