Sofyan, Moch. Abu (2021) Pengaruh Brand Awarenes. Brand Image, Perceived Quality terhadap keputusan pembelian produk sepatu olahraga Nike di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study is to examine the effect Brand Awareness, Brand Image, Perceived Quality that has an impact on Purchasing Decisions product of Nike sports shoes. The number of respondents from this study were 100 respondents who had a minimum age criterion of 17 years, used and knew product of Nike sports shoes and lived in Surabaya. The technique for analyzing data uses Structural Equation Modeling (SEM) using the WarpPLS 6.0 statistical application. The results of this study explain that: Brand Awareness have a significant positive effect on Purchasing Decision. 2. Brand Image have a significant positive effect on Purchasing Decision. 3. Perceived Quality have a significant positive effect on Purchasing Decision.
| 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: | MOCH. ABU SOFYAN |
| Date Deposited: | 26 Sep 2022 07:57 |
| Last Modified: | 26 Sep 2022 07:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9626 |
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