CD Tesis

Pengaruh Iklan, Promosi Penjualan, Dan Wom Terhadap Brand Image Dan Keputusan Pembelian Pada Produk Deterjen Daia 900 Di Kota Pekanbaru

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Competition in the detergent powder industry for families is increasingly increasing, this is indicated by the presence of various brands and product variants. Like Rinso, Attack and others. So the company must have various strategies to be able to survive in the competition. One product that is facing this competition is the Daia 900 detergent. To deal with this competition, the company must be able to understand the factors that influence consumer purchasing decisions. Among those that will be examined are the issues of Advertising, Sales Promotion, Wom, and Brand image.
The purpose of this study is to analyze the effect of advertising, sales promotion, and WOM on brand image and the decision to buy 900 detergent in housewives in the city of Pekanbaru. This research was conducted on Housewives in the City of Pekanbaru with the sample used as many as 200 respondents who used the 900 Detergent Daia. Data collection techniques used were questionnaires with a Likert scale. SEM analysis is a hypothesis testing tool using AMOS 21 and SPSS 17.00 for Windows.
Based on the results of the study, there are the Effects of Advertisements, Sales Promotions, and WOMs on Brand images and the 900 Detergent Purchase Decision on Housewives in Pekanbaru City. Based on the results of these studies, the company must always select the advertising and sales promotion media that are used effectively, and establish positive WOM communication.

Keywords: Advertising, Sales Promotion, Wom, Brand image and Purchasing Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0044)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xv, 134 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0044)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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