CD Skripsi

Pengaruh Kelompok Referensi, Persepsi Harga Dan Citra Merek Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Sepatu Olahraga Merek Nike Di Kota Pekanbaru

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This study aimed to analyze the influence of Reference Group, Price Perception and Brand Image to Purchase Decision and Customer Satisfaction Nike Sport Shoes in Pekanbaru. In this study, there are five variables such as Reference Group (X1), Price Perception (X2), Brand Image (X3), Purchase Decision (Y1) and Customer Satisfaction (Y2). Population of this research are all Customer Nike Sport Shoes in Pekanbaru with a sample of 170 respondents were selected using purposive sampling method. The data analysis method used in this study Path Analysis with SPSS 20.0.
The results of this research shows that Reference Group and Brand Image has positive significant effect to Purchase Decision. Price Perception has no significant effect to Purchase Decision. Purchase Decision has positif significant to Customer Satisfaction. Reference Group and Brand Image has positive significant effect to Costumer Satisfaction. Price Perception has no significant effect to Costumer Satisfaction. Reference Group and Brand Image has a strong effect to Costumer Satisfaction with Purchase Decision as a moderating variable. Price Perception has a moderate effect to Customer Satisfaction with Purchase Decision as a moderating variable.
Keywords: Reference Group, Price, Brand, Purchase Decision, Satisfaction.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 115 (0202)

Penerbit

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

Deskripsi Fisik

xi, 98 hlm.;ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02. 115 (0202)

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

Versi lain/terkait

Lampiran Berkas

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