CD Skripsi

Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Brand Image Dan Keputusan Pembelian Mobil Suzuki Ertiga Di Kota Pekanbaru

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This research aimed to analysze Celebrity Endorser, Product Quality on Brand Image and Buying Decision, research applied on consumer Suzuki Ertiga in Pekanbaru City .This research consists of four variables: the dependent variable, one intervening variable and two independent variables. They are Buying decision (Y2), Brand Image (Y1), Product Quality (X2), and Celebrity Endorser (X1). This research was conducted using a sample of 105 people. This research used purposive sampling, based on respondents who pass the criteria to fill in the questionnaire. In terms of data analysis, this research used path analysis method using SPSS (Statistical Package for Social Science) version 20.Based on the hypothesis test conducted, research shows that Celebrity Endorser, Product Quality significant positive effect on Brand Image. Celebrity Endorser, Product Quality and Brand Image have significant positive effect on Buying Decision. Celebrity Endorser and Product Quality Influence buying decisions are moderated by Brand Image.Keywords:Celebrity Endorser, Product Image, Brand Image, Buying Decesion.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 117 (0018)

Penerbit

Pekanbaru : Universitas Riau - Fakultas Ekonomi - Manajemen., 2017

Deskripsi Fisik

xii, 98 hlm.: ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 117 (0018)

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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