RAMADHANA, ARRIZKY MEDIO (2016) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP NIAT BELI KONSUMEN HELM INK DI SURABAYA. Undergraduate thesis, STIE Perbanas.
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Abstract
The main function of using riding helmet is to protect the head from injury when the accident occurred while we riding. But now, riding helmet not only used for our safety but also has a side function for accessory to make the user more confident when they wear it. The purpose of this study is to determine the effect of product quality, brand image and price on the purchase Intentions of INK helmet consumer in Surabaya. The questionnaires were distributed in Surabaya, it took 74 respondents for the sample which consist of INK helmet user in Surabaya. The Respondent of this research are decided based on researcher criteria. A non-probability sampling method was used to collect the data. The data were analyzed using SPSS version 22 trough multiple linear regression test. The research result show that product quality and brand image have no significant effect on purchase intention, while price has significant effect on purchase intention. Key words : Quality Product, Brand Image, Price, Purchase Intention.
| 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: | 02 Nov 2016 02:39 |
| Last Modified: | 02 Nov 2016 02:39 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/319 |
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