CD Skripsi

Pengaruh Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Restoran Sederhana Kota Teluk Kuantan

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Purchasing decisions are an important part of the product marketing concept,
this is the background of this research. Implementing a good brand image in front
of consumers and the right service quality are part of the factors supporting
consumer purchasing decisions. This strategy is applied by Sederhana Restaurant
Teluk Kuantan City. This study aims to determine the effect of Brand Image and
Service Quality on purchasing decisions at Sederhana Restaurant Teluk Kuantan
City. The method used in this research is descriptive and quantitative, with the
source of the data from this study coming from primary data obtained through the
interview process and distributing questionnaires which were then tested
statistically through the SPSS program and secondary data using product sales
data for Sederhana Restaurant Teluk Kuantan City from 2016-2020. The
analytical method used in this research is simple and multiple regression analysis,
and through validity and reliability tests. In this study the results obtained are that
the Brand Image (X1) has a positive and significant effect on Purchase Decisions
(Y), Service Quality (X2) has a positive and significant effect on Purchase
Decisions (Y).
Keywords: Brand Image, Service Quality and Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.122 (0016)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2022

Deskripsi Fisik

xiv, 119 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.122 (0016)

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

ELFITRA

Versi lain/terkait

Lampiran Berkas

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