PENGARUH KUALITAS LAYANAN, HARGA, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN ES KRIM ZANGRANDI DI SURABAYA

PUSPITASARI, DEVI MARIANA (2015) PENGARUH KUALITAS LAYANAN, HARGA, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN ES KRIM ZANGRANDI DI SURABAYA. Undergraduate thesis, STIE PERBANAS.

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Abstract

This study aims to determine how big the influence of the quality of service price, and brand awareness of the purchase decision ice cream Zangrandi in Surabaya. The population used in this study is consumer who who have tried ice cream Zangrandi in Surabaya. The sample in this study are 74 respondents and the techniques used are non-probability sampling technique with the approach of snowball sampling. The analytical method used were multiple linier regression analysis. The quality of service have the most impact on purchasing decision for 0,886 followed by brand awareness variable amounting to 0,645. While the price variables have an influence lowest compared to other variables for -0,583. Hypothesis testing using t tests showing that the three independent variables are quality of service (X1), price (X2), and brand awareness (X3) which investigated proved significantly affect the dependet variable is the purchase decision (Y). Then through the F test can be seen that the variables quality of service, price, and brand awareness eligible to test the dependent purchasing decisions. Adjusted R Square explained figures that 95,5% of purchase decisions variation can be explained by the three independent variables in multiple regression equatios. While the rest of 4,5% was explained by other variabes outside of the three variables used ini this study. Keywords: service quality, price, brand awareness, purchase decisions

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 381 - MARKETS
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 06 Apr 2017 04:01
Last Modified: 06 Apr 2017 04:01
URI: http://eprints.perbanas.ac.id/id/eprint/690

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