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PENGARUH IKLAN DAN POTONGAN HARGA TERHADAP CITRA TOKO DAN DAMPAKNYA TERHADAP NIAT BELI KONSUMEN PRODUK SMARTFREN ANDROMAX DI SURABAYA

UTOMO, GALIH WAHYU (2015) PENGARUH IKLAN DAN POTONGAN HARGA TERHADAP CITRA TOKO DAN DAMPAKNYA TERHADAP NIAT BELI KONSUMEN PRODUK SMARTFREN ANDROMAX DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Mobile phone is a very important things for most people to communicate. Mobile phone at first was considered a luxury items, as well as the only person among the top economies can have it. But along with the time running. Mobile phones become the primary goods and easy to purchase. And make the company develop its product into the smartphone product currently favored by many people. The aim of this study is to the test and analyze the significance of advertising and discount to store image and its impact consumers purchase intention of smartfren andromax product. The number of respondents in this reseach were 100 respondents in surabaya by distributing questionnaires. Sampling collection technique is using sampling judgmental technique. The analysis technique used is SEM and it is using analytical tools AMOS.18. result of this study are advertising has significant effect on store image. Discounts has significant effect on the store image. Store image has significant influence on purchase intention and advertising has significant influence on purchase intention. Key words : Advertising, Discount, Store Image, Purchase Intention

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: 25 Apr 2017 04:35
Last Modified: 25 Apr 2017 04:35
URI: http://eprints.perbanas.ac.id/id/eprint/924

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