CD Skripsi

Pengaruh Kelompok Referensi Dan Citra Merek Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Deodoran Merek Rexona Di Kalangan Remaja Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of reference groups and brand
characteristics on purchasing decisions and consumer satisfaction of deodorant
Rexona among adolescents in Pekanbaru City. The population in this study were
all adolescents in the city of Pekanbaru aged 12-24 years who purchased and
used Rexona deodorant and the samples were taken as many as 100 people. To
test the hypothesis in this study is to use path analysis with the help of the SPSS.20
program.
The results showed that: 1) Reference group influences the decision to purchase
deodorant rexona products among adolescents in Pekanbaru City, 2) Brand
image influences the purchasing decision of deodorant rexona products among
adolescents in Pekanbaru City, 3) Purchasing decisions have an effect on product
consumer satisfaction deodorant rexona among adolescents in Pekanbaru City, 4)
Reference Group influences consumer satisfaction of deodorant rexona products
among adolescents in Pekanbaru City through the Purchasing Decision variable,
5) Brand Image affects Consumer Satisfaction of deodorant Rexona products
among adolescents in Pekanbaru City through variables Buying decision.
Keywords: Reference Group, Brand Image, Purchasing Decision and Customer
Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 120 (0110)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi dan Bisnis – Manajemen., 2020

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 120 (0110)

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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