CD Skripsi

Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Dan Loyalitas Konsumen Pada Kosmetik Revlon Di Kota Pekanbaru

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This research is conducted to analyze the influence of Brand Image, Product Quality to Purchase Decision and Customer Loyalty for Revlon Cosmetics in Pekanbaru City. There are four variables in this research such as Brand Image (X1), Price (X2), Purchase Decision (Y1) and Customer Loyalty (Y2). The population of this research are all Revlon Cosmetics user in Pekanbaru with 190 respondents as the sample selected using purposive sampling method and the criteria is the user who make purchases with Revlon Cosmetic in Pekanbaru. Data are taken by giving the questioner to respondents. This research use Path Analysis method by SPSS version 21.
The result of this research shows that Brand Image have significant effect to Purchase Decision. Price have a significant effect to Purchase Decision. Brand Image have significant effect to Customer Loyalty. Price have a significant effect to Customer Loyalty. Purchase Decisison have a significant effect to Customer Loyalty. Brand Image have a strong effect to Customer Loyalty with Purchase Decisison as intervening variable. Price have a strong effect to Customer Loyalty with Purchase as intervening variable.
Keywords: Brand Image, Price, Purchase Decision and Customer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 115 (0164)

Penerbit

Pekanbaru : Universitas Riau - Fakultas Ekonomi - Manajemen., 2015

Deskripsi Fisik

xi, 90 hlm.;ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02. 115 (0164)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

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