DIAR, AINAN FAJRIANING (2016) PENGARUH CITRA MEREK, PENGARUH LINGKUNGAN, DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN BEBEK PALUPI DAN BEBEK SINJAY DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The study aims to determine how the influence of the brand image, environmental effects, and advertising on purchase decision Bebek Palupi and Bebek Sinjay in Surabaya and differentiation purchase decision between Bebek Palupi and Bebek Sinjay in Surabaya.the population used in this study is consumer who have tried Bebek Palupi and Bebek Sinjay in Surabaya. The sample in this study are 74 respondents and technique used are non-probability sampling with the approach at judgement sampling. The analytical method used were multiple linier regression analysis. Show result brand image don`t have influences significantly, environmental effects have influences significantly, and advertising don`t have influences significantly on purchase decision Bebek Palupi in Surabaya. Brand image have influences significantly, environmental effects have influences significantly, and advertising don`t have influences significantly on purchase decision Bebek Sinjay in Surabaya. And don`t have differentiation purchase decision between Bebek Palupi and Bebek Sinjay in Surabaya. Keywords : Brand Image, Environmental Effects, Advertising, Purchase Decision
| 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: | 24 Jan 2017 05:02 |
| Last Modified: | 24 Jan 2017 05:03 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/445 |
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