Pengaruh citra merek, harga, promosi dan kualitas produk terhadap keputusan pembelian sari roti di surabaya

wahyu santoso, Sahara (2018) Pengaruh citra merek, harga, promosi dan kualitas produk terhadap keputusan pembelian sari roti di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

ABSTRACT This study aims to analyze (1) the influence of brand image on buying decision of Sari Roti in Surabaya, (2) Price influence to decision of Sari Roti purchase in Surabaya, (3) influence of promotion to decision of Sari Roti purchase in Surabaya, (4) product quality to purchase decision of Sari Roti in Surabaya. The research type is descriptive research. The number of samples in the study were 82 people. Sampling technique used is Judgment Sampling. Technique of data analysis in research by using multiple regression analysis by using program SPSS version 16.00. The results of this study show (1) there is a significant influence between brand image variables on buying decision Sari Roti in Surabaya. (2) there is significant influence between price variable to decision of purchasing Sari Roti in Surabaya. (3) there is significant influence between promotion variable to decision of buying of Sari Roti in Surabaya (4) there is significant influence between product quality variable to decision of purchasing Sari Roti in Surabaya. Keywords : Brand Image, Price, Promotion, Product 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 STIE Perbanas Surabaya
Date Deposited: 26 Oct 2018 02:57
Last Modified: 26 Oct 2018 02:57
URI: http://eprints.perbanas.ac.id/id/eprint/3517

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