CD Skripsi

Pengaruh Bauran Promosi Dan Citra Perusahaan Terhadap Minat Beli Kembali Produk Vizcake Pekanbaru

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ABSTRACT
This research was conducted at Vizcake Pekanbaru store which located at
Sudirman No. 418 street Pekanbaru. The problem in this research is not achieving
the company's sales target in the last five years and the percentage of sales target
achievement decreased in three consecutive years and the least increase of
consumer number. This is allegedly influenced by repurchase intention. The
purpose of this study is to determine the effect of promotion mix and corporate
image on the repurchase intention Vizcake Pekanbaru product.
In this research the method used is descriptive quantitative with SPSS
program. Population in this research is consumer who buy Vizcake product that is
31.879 consumer. Samples taken based on method using slovin formula are 100
respondents. Methods of data collection using questionnaires. Hypothesis testing
using multiple linear regression analysis method with the result of research that is
Y = 1,438 + 0,211X1 + 0,540X2.
The research that has been done shows that the responses of respondents to
promotion mix variable, corporate image, and repurchase intention the Vizcake
Pekanbaru product in good category. While for t test that have been done show
that variable of promotion mix and corporate image by partially have significant
effect to repurchase intention. And the result of F test showed that simultaneously
promotion mix and corporate image have a significant effect on the repurchase
intention Vizcake Pekanbaru product. And for the calculation of coefficient of
determination (R2) obtained Adjusted r square value of 0,799. This shows that the
promotion mix and corporate image gives 77,9% influence on the interest of
repurchase intention Vizcake product, while the remaining 22,1% influenced by
other variables not examined in this study.
Keywords: Promotional Mix, Corporate Image, Repurchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.118 (0051)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2018

Deskripsi Fisik

xiv, 106 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.118 (0051)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

JAKA

Versi lain/terkait

Lampiran Berkas

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