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PENGARUH CITRA MEREK, KEMASAN DAN IKLAN TERHADAP PERILAKU PEMBELIAN KONSUMEN PADA PRODUK MINUMAN ISOTONIK MIZONE DI SURABAYA

RACHMADINI, LEONITA (2015) PENGARUH CITRA MEREK, KEMASAN DAN IKLAN TERHADAP PERILAKU PEMBELIAN KONSUMEN PADA PRODUK MINUMAN ISOTONIK MIZONE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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ARTIKEL ILMIAH.pdf

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COVER.pdf

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BAB I.pdf

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Abstract

Brand image has an important role in influencing buying behavior. Consumer’s who have a positive image of the brand, tend to choose the brand in the purchase. In addition to brand image, an important element that can influence the consumers buying behavior are the packaging and advertisement. Innovative packaging can provide benefits to the company exceeds the competitors and to encourage sales, while a badly designed packaging can lead to consumers switching to a competitor's product and the company lost sales, and advertisement is behaving as a driving force for any business as it's an effective source to convey marketing message and stay in consumer's mind. The purpose of this study is to examine the influence of Brand Image, Packaging and Advertisement on Consumer Buying Behavior of Mizone Isotonic Drink in Surabaya. This research use questionnaire as an instrument to get the response of the respondent. A questionnaire was spread to one hundred people who buying the Mizone isotonic drink in Surabaya. Multiple Regression Analyse is used to examine the effect of the independent variables on dependent variable. The findings of this study shows brand image and packaging has positive significant effect on consumer buying behavior, but not to advertisement. The impilcation of this research, the company should improve the quality of Mizone isotonic drink and replace Mizone packaging materials with environmentally friendly packaging materials. Keywords: Brand Image, Packaging, Advertisement, Consumer Buying Behavior

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 18 Apr 2017 10:19
Last Modified: 18 Apr 2017 10:19
URI: http://eprints.perbanas.ac.id/id/eprint/845

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