CD Skripsi

Pengaruh Brand Positioning Terhadap Brand Image Dan Keputusan Pembelian Pada Garuda Indonesia Di Kota Pekanbaru

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This research aimed to analysze Brand Positioning on Brand Image and Buying Decision, research applied on consumer Garuda Indonesia Airlines in Pekanbaru City. The object of this research was passengers of Garuda Indonesia in Pekanbaru City. This research consists of three variables: the dependent variable, one intervening variable and one independent variables. They are Buying decision (Y), Brand image (Z), and Brand positioning (X). This research was conducted using a sample of 112 people. This research used non probability sampling, based on respondents who had check-in Grand Jatra Hotel over than one time. Data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Path Analysis method using SPSS (Statistical Package for Social Science) version 21.Based on the hypothesis test conducted, research shows that Brand Positioning has significant and positive effect toward Brand image, Brand image has significant and positive effect toward Buying Decision and Brand Positioning has significant and positive effect toward Buying Decision. Brand Positioning and Brand Image influence buying decisions are moderated by Brand Image.
Keywords: Brand Positioning, Brand Image, and Buying Decesion

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 117 (0185)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Binis – Manajemen., 2017

Deskripsi Fisik

xv, 88 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 117 (0185)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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