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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 29/11/2018 15:14:53 • 544 Views
PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TAS CHARLES & KEITH (STUDI KASUS DI WILAYAH KEBON JERUK, JAKARTA BARAT)Created by :
FITRI OKTAVIANI ( 201411041 )
| Subject: | PRODUK
MEREK
KONSUMEN | | Alt. Subject : | PRODUCTS
BRANDS
CONSUMERS | | Keyword: | kualitas produk
citra merek
promosi dan keputusan pembelian |
Description:
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Kualitas Produk, Citra Merek, dan Promosi terhadap Keputusan Pembelian Tas Charles & Keith di Wilayah Kebon Jeruk, Jakarta Barat. Teknik analisis regesi linier berganda. Sampel yang diambil sebanyak 150 responden yakni seluruh konsumen yang pernah membeli dan menggunakan tas Charles & Keith. penentuan sampel dengan teknik non probability sampling.
Berdasarkan hasil penelitian dapat disimpulkan bahwa (a) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Tas Charles & Keith (b) Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian tas Charles & Keith (c) Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian tas Charles & Keith (d) Kualitas Produk, Citra Merek, dan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian tas Charles & Keith (e) Citra Merek merupakan variabel paling dominan yang berpengaruh terhadap Keputusan Pembelian tas Charles & Keith di wilayah Kebon Jeruk, Jakarta Barat.
| Date Create | : | 29/11/2018 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201411041 | | Collection ID | : | 201411041 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul@perpustakaan Universitas Esa Unggul 2018
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-kualitas-produk-citra-merek-dan-promosi-terhadap-keputusan-pembelian-tas-charles--keith-studi-kasus-di-wilayah-kebon-jeruk-jakarta-barat-12012.html
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4. UEU-Undergraduate-12012-BAB5.Image.Marked.pdf - 421 KB
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