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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 04/04/2024 11:42:33 • 394 Views
PENGARUH UTILITARIAN VALUE, HEDONIC VALUE, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIANCreated by :
Muhammad Alfiansyah ( 20190101003 )
| Subject: | Citra Merek
Keputusan Pembelian | | Alt. Subject : | Brand Image
Purchase Decision | | Keyword: | Utilitarian value
Hedonic value
Citra merek
Keputusan pembelian |
Description:
Penelitian ini menguji dan menganalisis pengaruh utilitarian value, hedonic value, citra merek secara simultan dan parsial terhadap keputusan pembelian. Dan mengetahui variabel mana yang paling dominan dalam mempengaruhi keputusan pembelian. Pendekatan riset yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Kriteria pemilihan sampel pada penelitian ini yaitu usia 17 tahun ke atas yang sudah membeli dan menggunakan tas Charles & Keith lebih dari 1 tahun dan berada di wilayah Jabodetabek. Kuesioner yang terkumpul sebanyak 165 responden, data tersebut kemudian diolah dengan metode regresi linear berganda. Berdasarkan hasil analisis diketahui bahwa variabel utilitarian value, hedonic value, citra merek secara simultan berpengaruh positif terhadap keputusan pembelian. Secara parsial variabel utilitarian value, hedonic value, citra merek berpengaruh positif terhadap keputusan pembelian. Selanjutnya didapatkan hasil bahwa variabel citra merek adalah variabel yang paling dominan mempengaruhi keputusan pembelian
| Contributor | : |
- RA Nurlinda, SE, MM
| | Date Create | : | 04/04/2024 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20190101003 | | Collection ID | : | 20190101003 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Unversitas Esa Unggul
Rights :
@2024 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-utilitarian-value-hedonic-value-citra-merek-terhadap-keputusan-pembelian-33581.html
[ Free Download - Free for All ]
 UEU-Undergraduate-33581-COVER.pdf - 236 KB- UEU-Undergraduate-33581-HALAMAN PENGESAHAN.pdf - 293 KB
- UEU-Undergraduate-33581-HALAMAN PERNYATAAN PERSETUJUAN PUBLIKASI.pdf - 294 KB
- UEU-Undergraduate-33581-HALAMAN PERNYATAAN KEASLIAN.pdf - 256 KB
- UEU-Undergraduate-33581-KATA PENGANTAR.pdf - 343 KB
- UEU-Undergraduate-33581-ABSTRAK.pdf - 220 KB
- UEU-Undergraduate-33581-DAFTAR ISI.pdf - 571 KB
- UEU-Undergraduate-33581-DAFTAR PUSTAKA.pdf - 390 KB
- UEU-Undergraduate-33581-LAMPIRAN.pdf - 7308 KB
- UEU-Undergraduate-33581-BAB1.pdf - 244 KB
[ FullText Content - Please, register first ]
1. UEU-Undergraduate-33581-BAB2.pdf - 254 KB
2. UEU-Undergraduate-33581-BAB3.pdf - 254 KB
3. UEU-Undergraduate-33581-BAB4.pdf - 286 KB
4. UEU-Undergraduate-33581-BAB5.pdf - 430 KB
5. UEU-Undergraduate-33581-BAB6.pdf - 230 KB
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