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PENGARUH ALAT PROMOSI PENJUALAN DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN HP MEREK SAMSUNG DI SURABAYA

SETIYOWATI, YENITA (2016) PENGARUH ALAT PROMOSI PENJUALAN DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN HP MEREK SAMSUNG DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Good quality of product makes company has competitive advantage. Quality helps in creating relationship between consumer and producer. In the emerging business scenario various promotional techniques are used by the marketer for influencing the purchase decision of their consumers of mobile phone products, especially Samsung smartphone. Sales promotion, a key element of promotional mix has been widely used to sustain competitive advantage, increase sales and stimulate consumer purchase decision, is becoming a valuable tool for marketers to influence purchase decision. Through this study, an effort has been made to find out sales promotion tools and perceived quality to impact on purchase decision towards Samsung smartphone. For conducting the research, data was collected through purposive sampling of 110 respondents through descriptive research design technique. Later the data was analysed and the hypothesis was tested by using multiple regression technique. The result shows that rebates, contest and perceived quality influencing purchase decision. Keyword : Sales promotion tools, perceived quality, purchase decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 02 Nov 2016 07:54
Last Modified: 02 Nov 2016 07:54
URI: http://eprints.perbanas.ac.id/id/eprint/348

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