Image of Pengaruh Brand Image Dan Kualitas Produk Terhadap Minat Beli Dan Keputusan Pembelian Mobil Jenis Mpv Merek Suzuki Ertiga Di Pt. Sejahtera Buana Trada Pekanbaru
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Pengaruh Brand Image Dan Kualitas Produk Terhadap Minat Beli Dan Keputusan Pembelian Mobil Jenis Mpv Merek Suzuki Ertiga Di Pt. Sejahtera Buana Trada Pekanbaru

In the increasingly high level of competition, companies must be able to face competitors who offer similar products. Competition between brands every vehicle product will be increasingly sharp in seizing the interest and attention of consumers. Realizing that company PT. Sejahtera Buana Trada Pekanbaru has prepared itself by offering after-sales services that include maintenance and repair and supply of Suzuki spare parts for customer partners.
In this study the method used is a statistical test with the SmartPLS program, where the sample used is the customer of PT. Prosperous Buana Trada Pekanbaru and as an informant for conducting interviews were with marketing and HRD from PT. Sejahtera Buana Trada Pekanbaru. To determine the sample using census techniques and data collection techniques with a questionnaire.
From the results of data analysis which includes the outer model, Convergent validity, discriminant validity, composite reliability, average variance extracted, and inner models show that brand image and product quality have an influence on buying interest and the purchase decision of the Suzuki Ertiga MPV at PT. Sejahtera Buana Trada Pekanbaru with a value of 0.75 means the influence of brand image variables and product quality on buying interest and purchasing decisions is 75%. The results of hypothesis testing found that f-count is greater than f-table which means Ha is accepted.

Keywords : Brand Image, Product Quality, Buying Interest and Purchasing Decision.

Ketersediaan
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Perpustakaan Universitas Riau 10 02. 219 (0006)
10 02. 219 (0006)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 02. 219 (0006)
Penerbit
Pekanbaru : Universitas Riau – Pasca Sarjana – Tesis Ilmu Administrasi.,
Deskripsi Fisik
xiii, 137 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 02. 219 (0006)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) ILMU ADMINISTRASI
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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