CD Tesis

Analisis Marketing Mix Dan Citra Merek, Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Lipstik Sariayu Di Pekanbaru

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This research was conducted on Sariayu Lipstick cosmetics consumers in Pekanbaru City. The purpose of this research is to find out which marketing mix has an effect on the purchasing decisions of Sariayu Martha Tilar cosmetics in Pekanbaru City, to find out which marketing mix has an effect on purchasing decisions, to find out which brand image has an effect on consumer purchasing decisions, to find out which marketing mix has an effect on consumer satisfaction, to knowing the brand image has an effect on customer satisfaction and to know the marketing mix has an effect on consumer satisfaction that is moderated by the purchase decision, and to know the brand image has an effect on consumer satisfaction that is moderated by the purchase decision. Where the population in this study are Pekanbaru city women who use sariayu cosmetics whose numbers are not known with certainty. While the samples in this study were 100 consumers and data processing using the path analysis method with the SPSS program.
the results of research and discussion that have been done in the previous chapter, then in this section several conclusions can be drawn, namely:Marketing mix has a positive and significant effect on consumer purchasing decisions of Sariayu Martha lipstick in Pekanbaru City, distribution has no positive and significant effect on customer satisfaction, promotion has no positive and significant effect on consumer purchasing decisions, brand image has no positive and significant effect on consumer purchasing decisions , marketing mix has a positive and significant effect on customer satisfaction, brand image has a positive and significant effect on customer satisfaction, purchasing decisions are able to mediate the influence of marketing mix on customer satisfaction, purchasing decisions are able to mediate the influence of brand image on customer satisfaction,

Keywords: Distribution, Promotion, Brand Image, Purchasing Decisions and Consumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0160)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xv, 115 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0160)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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