Ananda, Lukman Halim Dwi (2020) Pengaruh Citra Merek, Kepuasan Pelanggan, dan Harga Terhadap Niat Beli Coffee Excelso Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
ABSTRACT The purpose of this study was to determine the effect of brand image, customer satisfaction and price on purchase intention of Excelso coffee in Surabaya. Data were collected using quantitative methods. With analysis of Partial Least Squares Structural Equation Modeling (PLS-SEM). The test results indicate that brand image affects purchase intention, customer satisfaction affects purchase intention, price affects purchase intention. The results of this study are expected to be used as information so that Excelso can improve its products, to increase purchase intention of Excelso products. Keywords: Brand Image, Customer Satisfaction, Price and Purchase Intention
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | LUKMAN HALIM DWI ANANDA |
| Date Deposited: | 26 Apr 2022 04:23 |
| Last Modified: | 26 Apr 2022 04:23 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8880 |
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