Image of Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Pengguna Produk Apple Iphone Di Kota Pekanbaru
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Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Pengguna Produk Apple Iphone Di Kota Pekanbaru

The iPhone is a touch-screen smart phone manufactured by a reputable American company called Apple inc. The purpose of this study is to determine the effect of Brand Image and Product Quality to Purchase Decision and Consumer Satisfaction on users of Apple iPhone products in Pekanbaru City. The object of this research is Apple iPhone product. This study uses Consumer Satisfaction as endogenous variable and Purchase Decision as intervening variable. While the exogenous variables in this research are Brand Image and Product Quality. The population in this study is not known with certainty and the sample used in this study is 119 people. This research uses purposive sampling technique in determining the research respondents. Data taken from the respondents using questionnaires. The analytical method used in this research is path analysis using SPSS (Statistical Package for Social Science) application. The results of this study indicate that Brand Image has a positive and significant influence on Purchase Decision. Product Quality has a positive and significant effect on Purchase Decision. Purchase Decision has positive and significant impact on Consumer Satisfaction. Brand Image has positive and significant impact on Consumer Satisfaction through Purchasing Decision. Product Quality has a positive and significant effect on Consumer Satisfaction through Purchasing Decision. Brand image has a stronger influence compared to Product Quality in achieving Customer Satisfaction on users of Apple iPhone products in Pekanbaru City.
Keywords : Brand Image, Product Quality, Purchase Decision, Consumer Satisfaction

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 118 (0002)
02 02. 118 (0002)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 118 (0002)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
xiii, 85 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 118 (0002)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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