CD Skripsi

Analisis Pengaruh Produk, Harga Terhadap Brand Image Dan Keputusan Pembelian Pure It Unilever Dipekanbaru

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This study aims to determine the effect of product (X1), Price (X2) to brand image (Y2) and purrchasing decision of buying (Y2) Pure It in Pekanbaru.
The method in this research was quantitatived buy using path analysis SPSS 17. Whare the determination of sample using formula of Ferdinand with tecknique of non probability and accidental sampling, the sampling by any person / object in any way the easies. The sample using in this research were 120 person. Since population of unknown magnitude.
The result of the research shows that product have a significant positive effect to brand image, the price has a significant positive effect on brand image, product have a significant positive effect to purchase decision, the price has a significant positive effect on purchasing decision, product have a positive effect to purchase decision through brand image as intervening variable, the price have a positive effect to purchasing decision through brand image as intervening variable, and brand image have a significant positive effect to purchase decision.
Keywords: product, Price, Brand Image, purchasing decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 117 (0165)

Penerbit

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

Deskripsi Fisik

xi, 96 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 117 (0165)

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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