RESTUAJI, OKTYADI INDRA (2014) PENGARUH CITRA MEREK DAN IDENTITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN BATIK SARI KENONGO DI SIDOARJO. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
In this present period a lot of competition SMEs in Indonesia, especially in the apparel industry, the manufacturing industry one of the addendums batik clothing industry that is growing rapidly in the one area in Indonesia is batik batik sari Kenongo which is typical of Sidoarjo. The purpose of this study was to determine the brand image and brand identity of the purchasing decisions in Sidoarjo batik sari to determine whether Kenongo've known people sidoarjo or otherwise, of the 100 respondents who knew about the batik sari Kenongo taken randomly in the data regression program sPSS for windows 16 result of research show that brand image segnifikan influence on purchasing decisions and are very dominant and brand identity variable does not affect segnifikan because many third variables that are not in the know much more influence Keyword :Brand Image, Brand Identity, Batik Sari Kenongo, SME
| 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: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 14 Jul 2017 03:06 |
| Last Modified: | 14 Jul 2017 03:06 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1969 |
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