CD Skripsi

Pengaruh Daya Tarik Iklan Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Kopi Merek Nescafe Di Pekanbaru

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This study aims to find out how the influence of the Attractiveness of Advertising and Product Quality on Purchasing Decisions and customer satisfaction of the Nescafe Brand Coffee in Pekanbaru. The population were all Pekanbaru people who had bought an unknown number of Nescafe brand coffee drinks. The sampling technique used non probability sampling by using the accidental sampling method, namely sampling based on coincidence, for example those who have meet the researcher and considered to be a suitable source of data was the sample of this study, so the samples of this study was 114 respondents. path analysis (path analysis) was used to analyze the data which was processed with the SPSS version 21 program.
The results showed that 1) Advertisement Attractiveness had a positive and significant effect on purchasing decisions, 2) Product Quality had a positive and significant effect on purchasing decisions, 3) Advertising Attractiveness had a positive and significant decisions, 4) Product Quality had a positive and significant effect on consumer satisfaction through purchasing decisions and 5) Purchasing Decisions had a positive and significant effect on Consumer Satisfaction. The better the Attractiveness of the Ad will increase the Purchasing Decision, the better the Quality of the Product will increase the Purchase Decision, the better the Attractiveness of the Ad to the Customer Satisfaction which through the Purchase Decision will increase, The Better the Quality of the Product to Customer Satisfaction through the Purchase decision will increase while the better the purchase decision will increase customer satisfaction.

Keywords: Advertisement Attractiveness, Product Quality, Purchasing Decision and Consumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 119 (0104)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2019

Deskripsi Fisik

vi, 71 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 119 (0104)

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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