Image of Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Sepeda Motor Matic Honda Di Pekanbaru
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Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Sepeda Motor Matic Honda Di Pekanbaru

The purpose of this study is to determine the effect of Brand Image and Product Quality to the Purchase Decision and Consumer Satisfaction of matic Honda Motorcycle in Pekanbaru. The object in this research is matic Honda motorcycle. This study uses Consumer Satisfaction as endogenous variable and Purchase Decision as intervening variable. While the exogenous variables in this research are Brand Image and Product Quality. The population in this study is not known with certainty and the sample used in this study 170 people. This research use purposive sampling with criterion that who decides the purchase of matic Honda motorcycle and age 17 years and above. Data taken from the respondents using the core questionnaire. The method of analysis used in this research is Path Analysis method using SPSS (Statistical Package for Social Science) version 21. The results of this study indicate that Brand Image has a positive and significant effect on Purchase Decision. Product Quality have positive and significant effect to Purchase Decision. Purchase Decision have positive and significant effect to Consumer Satisfaction. Brand Image have positive and significant impact on Consumer Satisfaction through Purchase Decision. Product Quality have positive and significant effect to Consumer Satisfaction Through Purchase Decision. Purchase Decision able to become intervening variable from of Brand Image and Product Quality to Consumer Satisfaction.
Keywords: Brand Image, Product Quality, Purchase Decision, Consumer Satisfaction

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 117 (0178)
02 02. 117 (0178)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 117 (0178)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
xi, 93 hlm.: ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 117 (0178)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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