Pengaruh Iklan, Citra Merek dan Kualitas Produk Terhadap Keputusan PembelianHelm KYT di Surabaya

Arganata, Kandi Naji (2017) Pengaruh Iklan, Citra Merek dan Kualitas Produk Terhadap Keputusan PembelianHelm KYT di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this research is to examine the influence of advertisement, brand image and product quality to purchase decision of KYT helmet in Surabaya. This type of research is quantitative research and to conduct this study, the data collected is of primary data through questionnaires of 150 respondents and using purposive sampling technique. Then the data were analyzed and hypotheses were tested by using multiple linear regression technique. The results of this study indicate that advertising, brand image and product quality influence the purchase decision of KYT helmet in Surabaya. Keywords: Advertising, Brand Image, 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: 10 Jan 2020 03:38
Last Modified: 10 Jan 2020 03:38
URI: http://eprints.perbanas.ac.id/id/eprint/5960

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