Pengaruh Citra Merek, Kualitas Produk, Dan Promosi Terhadap Niat Beli Ulang Sepatu Olahraga Nike Di Surabaya

Yudisthira, Bobby (2019) Pengaruh Citra Merek, Kualitas Produk, Dan Promosi Terhadap Niat Beli Ulang Sepatu Olahraga Nike Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study measures the influence of brand image, product quality, and promotion of nike sports shoes. Various sports industries are now starting to pay attention to and understand consumer behavior. People today are starting to think selectively and smartly to choose products, they only need the benefits and benefits they want from a product. In this case a good opportunity for producers of sports equipment to develop their products. Companies must fulfill the requirements in order to be able to compete and succeed in winning the competition. These conditions are related to trying to achieve the goal of creating and maintaining consumers or customers. This will affect the purchase of a product. After a review of the literature and hypothesis, data collected through questionnaire method against 100 respondents sports shoes nike users and areasthat will be examined are in the city of Surabaya, which already uses sports shoes nike have at least used or purchased Nike sports shoes once.. Analysis tool used is the Structural Equation Modeling (SEM). Then the hypothesis raised in this research are as follows: 1) the influence of brand image on the intention to repurchase nike sports shoes in Surabaya, 2) the influence of product quality on the intention to repurchase nike sports shoes in Surabaya, 3) the influence of promotion on the intention to repurchase nike sports shoes in Surabaya. Keywords: brand image, product quality, promotion, intention to repurchase

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: 20 Sep 2019 04:22
Last Modified: 20 Sep 2019 04:22
URI: http://eprints.perbanas.ac.id/id/eprint/4653

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