Image of Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Suzuki Ertiga Pada Pt. Riau Jaya Cemerlang Pekanbaru
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Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Suzuki Ertiga Pada Pt. Riau Jaya Cemerlang Pekanbaru

ABSTRACT


The purpose of this study is to analyze the effect of Product Quality and Brand Image on Purchasing Decisions and Customer Satisfaction Suzuki Ertiga product at PT. Riau Jaya Cemerlang Pekanbaru. The population in this research were consumers who bought Suzuki Ertiga in PT. Riau Jaya Cemerlang Pekanbaru with 100 respondents as the sample selected using the purposive sampling method. Data analysis using path analysis through SPSS version 21.0.
The results showed that: 1) Product Quality had a positive and significant effect on Purchasing Decisions, 2) Brand Image had a positive and significant effect on Purchasing Decisions, 3) Product Quality had a positive and significant effect on Customer Satisfaction, 4) Brand Image had a positive and significant effect on Customer Satisfaction, 5) Purchasing Decisions have a positive and significant effect on Customer Satisfaction, 6) Product Quality have a positive and significant effect on Customer Satisfaction with Purchasing Decisions as an intervening variable, 7) Brand Image have a positive and significant effect on Customer Satisfaction with Purchasing Decisions as an intervening variable. Researchers suggest companies to continue to develop Product Quality and Brand Image received by consumers to improve Purchasing Decisions and Customer Satisfaction.

Keywords: Product Quality, Brand Image, Purchasing Decision, Customer Satisfaction

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 119 (0202)
02 02. 119 (0202)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 119 (0202)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
vi, 71 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 119 (0202)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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