PENGARUH KUALITAS PRODUK, KESADARAN MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI SURABAYA

ASSEGAF, MUHAMMAD (2017) PENGARUH KUALITAS PRODUK, KESADARAN MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

This study assessing the effect of product quality, brand awareness, and word of mouth on buying decision of IPhone in Surabaya. Sampling technique used is judgment sampling. The data collection method using que stionnaires distributed to 100 respondents users Iphone in Surabaya. Data were analyzed using descriptive analysis, classification assumption test and multiple linear regression analysis using SPSS 16.0. The independent variables used in this study are pro duct quality, brand awareness, and word of mouth, while the dependent variable is buying decision. The result showed that product quality, brand awareness, and word of mouth were positive significant effect on buying decision of Iphone in Surabaya. Keywords : Product Quality, Brand Awareness, Word Of Mouth, Buying Decision.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 04 Sep 2017 05:49
Last Modified: 04 Sep 2017 05:49
URI: http://eprints.perbanas.ac.id/id/eprint/2908

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