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Pengaruh Persepsi Kualitas, Kualitas Layanan, Dan Citra Merek Terhadap Niat Beli Konsumen Produk Shampo Clear Di Surabaya

Permadi, Fatra Galih Damar (2017) Pengaruh Persepsi Kualitas, Kualitas Layanan, Dan Citra Merek Terhadap Niat Beli Konsumen Produk Shampo Clear Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Shampoo Clear is one of the largest shampoo products in Indonesia that has high sales. The purpose of this research is to know whether Perceived Quality, Service Quality, and Brand Image have significant influence to Consumer Purchase Intention of Clear shampoo product in Surabaya. The sample chosen in this study using judgment sampling technique and amounted to 140 respondents. Data collection methods use primary data by distributing questionnaires. The results of the questionnaire is then processed using SPSS software version 16. Data analysis techniques using Multiple Linear Regression Analysis. Based on the research that has been done, the results show that Quality Perception, Quality of Service, and Brand Image together have a significant positive influence on Buying Consumers intentions. Keyword : Product Quality, Brand Image, Price, Purchase Decision.

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: 19 Dec 2019 09:07
Last Modified: 19 Dec 2019 09:07
URI: http://eprints.perbanas.ac.id/id/eprint/5722

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