CD Tesis

Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Brand Image Dan Keputusan Pembelian Sepeda Motor Yamaha Mio Pada Pt. Alfa Scorpii Kota Pekanbaru

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This study aims to determine and analyze the effect of Product Quality on Brand Image and Price on Brand Image. To find out and analyze the influence of product quality prices on purchasing decisions through brand image and the influence of brand image on purchasing decisions.
The research population was consumers of Yamaha Mio PT. Alfa Scorpii Pekanbaru City in 2017 is 3429 people. The sample in this study is the total population of 149 consumers. The sampling technique used is simple random sampling. The analysis technique used in this study is path analysis with the help of the SPSS program.
The results of this study indicate that product quality and price have a significant effect on purchasing decisions. Brand Image has a significant effect on Purchasing Decisions. Product quality and price have a significant effect on Purchasing Decisions through Brand Image. The better quality of the product and the affordability of the price offered and followed by a positive Brand Image will increase the Purchasing Decision.

Keywords: Product Quality, Price, Brand Image and Purchasing Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0019)

Penerbit

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

Deskripsi Fisik

xii, 77 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0019)

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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