Sukma, Deril Andala (2020) Pengaruh Harga, Citra Merek dan Nilai yang Dirasa terhadap Keputusan Pembelian Rokok Filter Gudang Garam di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this study was to determine the effect of price, brand image and perceived value on the decision to purchase Gudang Garam filter cigarettes in Surabaya. Data collected by questionnaire method. Data respondents processed with SPSS.16 application include multiple linear analysis, classic assumption test, T test and F test. The results of this study are Price, Brand Image has no significant effect on the decision to purchase Gudang Garam filter cigarettes in Surabaya. While the perceived value variable has a significant positive effect on the decision to purchase Gudang Garam filter cigarettes in Surabaya. Taken together all the variables do not affect the purchase decision. In this study, the variable that has the most significant positive effect is the perceived value variable. Keywords: Price, Brand Image, Perceived Value and 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: | DERIL ANDALA SUKMA |
| Date Deposited: | 14 Jan 2021 23:29 |
| Last Modified: | 14 Jan 2021 23:29 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/7401 |
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