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Pengaruh Citra Merek, Harga Yang Dirasa, Dan Promosi Terhadap Niat Pembelian Pada Sepatu Kasual Adidas

Zulkarnaen, Dimas Aditya (2017) Pengaruh Citra Merek, Harga Yang Dirasa, Dan Promosi Terhadap Niat Pembelian Pada Sepatu Kasual Adidas. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Consumers often choose products that are branded, as consumers assess the goods that have high perceived brand image can raise their prestige and also raise consumer purchase intentions in the product. Price was also a consideration for consumers where price equal to the product to be purchased by the consumer, there is a proverb that says "the price determines the quality of the product". And also, the companies vying to make efforts to promote the product, which aims to introduce the sale of products and the products closer to the consumer purchase intention. This study focuses on Brand Image, Price Is Considered, and Promotion of the Purchase Intentions. The analysis technique used is multiple linear regression using SPSS 20.0. research using primary data and methods of data collection using a questionnaire tools. Total respondents in this research was 120 respondents. This study used a technique Judgement Sampling. In this research, it is known that Brand Image, Perceived Price, Promotion significant effect on Purchase Intentions indicated by the significance value less than 0.05. Thus, the fourth hypothesis which states that "The Effect of Brand Image, Perceived Price, and promotion simultaneously have a significant influence on Purchase Intentions Casual Shoes Adidas in Surabaya", can be supported truth. Keywords: Brand image, Perceived Price, Promotion, Purchase Intentions, Shoes, Casual Shoes, Adidas

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 22 Nov 2019 03:47
Last Modified: 22 Nov 2019 03:47
URI: http://eprints.perbanas.ac.id/id/eprint/4385

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