CD Tesis

Bauran pemasaran serta pengaruhnya terhadap brand image dan minat membeli ulang mobil suzuki ertiga pada PT. Sejahtera buana trada (SBT) pekanbaru

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The purpose of this study was to determine the effect of product quality, price, and place promotion on brand image and purchase intention. The effect of brand image on purchase intention. the effect of product quality, price, and place promotion on purchase intention through brand image. In this study, the population was consumers who would buy Suzuki Ertiga at PT. Sejahtera Buana Trada (SBT) Pekanbaru in 2022, as many as 239 people. The samples were 150 people. The data analysis used in this research was Structural Equation Modeling (SEM). The results showed that product quality is one of the main factors that affect consumer perceptions of a brand. Price is one of the important factors that affect brand image. Promotion has no effect on brand image. Place is an important element in the marketing mix that affects a brand's brand image. Product quality has a positive and significant effect on interest. Price has a positive and significant effect on interest. Promotion has no positive and significant effect on interest. Place or location has a significant effect on interest. Brand image has an important effect on consumer purchase intention. The product has a positive and significant effect on purchase intention through interest. Price has a positive and significant effect on purchase intention through brand image. Promotion does not have a positive and significant effect on purchase intention through brand image. Place (location and distribution channels has a positive and significant effect on consumer purchase intention through the formation and strengthening of brand image.

Keywords: Product Quality, Price, Place, Promotion, Brand Image, Purchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2110247685

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2110247685

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

Jaka

Versi lain/terkait

Lampiran Berkas

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