Image of Pengaruh Media Iklan, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Perumahan “(Studi Pada Pt. Asta Karya Perumahan Astam House Pekanbaru)’’
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Pengaruh Media Iklan, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Perumahan “(Studi Pada Pt. Asta Karya Perumahan Astam House Pekanbaru)’’

This study aims to determine the effect of media, brand image and product quality on purchasing decisions of study housing products at at PT. Asta Karya residence house (Astam House Pekanbaru Residence). The study was conducted with partial least square (PLS) analysis with 83 respondents.
Based on the results of the analysis it was concluded that advertising media had a significant effect on purchasing decisions. This means that the better the advertising media, the purchasing decision will increase. Furthermore, brand image has a significant effect on purchasing decisions. This means that the better the brand image, the better the purchasing decision will be. Furthermore, product quality has a significant effect on purchasing decisions. This shows that while the quality of the product is good, the purchasing decision will be higher. The R Square value of 0.6505 shows that 65.05% changes in the value of purchasing decisions are influenced by advertising media, brand image and product quality.

Keywords: Advertising, Brand Image, Product Quality, Purchasing Decisions.

Ketersediaan
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Perpustakaan Universitas Riau 10 02. 219 (0041)
10 02. 219 (0041)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 02. 219 (0041)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Administrasi.,
Deskripsi Fisik
x, 148 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 02. 219 (0041)
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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