Pengaruh Promosi Penjualan, Iklan, dan Asosiasi Merek Terhadap Keputusan Pembelian Tiket Maskapai Lion Air Pada Segmen Low Cost Carrier (LCC) di Surabaya

Yuniar, Reisy Yusuf (2017) Pengaruh Promosi Penjualan, Iklan, dan Asosiasi Merek Terhadap Keputusan Pembelian Tiket Maskapai Lion Air Pada Segmen Low Cost Carrier (LCC) di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Airlines Lion Air in Indonesia is one of the famous airline with cheap and often used by the people of Indonesia are known to the average still have a level of income medium-medium. The purpose of this study was to determine whether the Sales Promotion, Advertising and Brand Association have a significant effect on consumer buying decision Lion Air in Surabaya. Samples were selected in this study using technique purposive samplingand were 110 respondents. Methods of data collection using primary data by distributing questionnaires. The results of the questionnaire are then processed using SPSS software version 16. The data were analyzed using multiple linear regression analysis. Based on research that has been done, the results obtained show that the Sales Promotion, Advertising and Brand Association have a significant positive influence consumer purchase decision. Keywords: Sales Promotion, Advertising, Brand Association, Purchasing Decisions

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 Surabaya
Date Deposited: 15 Jan 2020 06:25
Last Modified: 15 Jan 2020 06:25
URI: http://eprints.perbanas.ac.id/id/eprint/6201

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