CD Skripsi

Pengaruh Pelaksanaan Promosi Dan Citra Merek Terhadap Keputusan Pembelian Mobil Mitsubishi Pajero Sport Pada Pt. Dipo Internasional Pahala Otomotif Pekanbaru

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This research was conducted at PT. Dipo Internasional Pahala Otomotif
Pekanbaru which is located on Jl. Jend. Sudirman No.230, South Tangkerang,
Bukit Raya, Pekanbaru, Riau. This study aims to determine the effect of
Promotion Implementation and Brand Image on Purchase Decisions partially and
simultaneously. This study uses a quantitative descriptive analysis method with
the SPSS program. The population in this study were all consumers who
purchased a Mitsubishi Pajero Sport car at PT. Dipo Internasional Pahala
Otomotif Pekanbaru in 2020 was 179 and the sample in this study was 124
respondents. Determination of the sample in this study using the Slovin formula,
namely the Non-Probability Sampling technique with the Accidental Sampling
technique.
Data analysis used validity test, reliability test, simple linear analysis,
multiple linear analysis, determination analysis, and significance test with t-test
(partial test) F test (simultaneous test). The results of this study indicate the results
of the first t-test hypothesis, Promotion Implementation on Purchase Decisions,
namely t count (13,107) > t table (1,6574) meaning that Promotion
Implementation has a significant effect on Purchase Decisions. Second, the brand
image on purchasing decisions is t count (10.319) > t table (1.6574) meaning that
brand image has a significant effect on purchasing decisions. The results of the f
test implementation of Promotion and Brand Image have a significant effect on
Purchase Decisions, namely f count (104.976) > f table (3.07) meaning that the
Implementation of Promotion and Brand Image simultaneously has a significant
effect on Purchase Decisions for Mitsubishi Pajero Sports Cars at PT. Dipo
Internasional Pahala Otomotif Pekanbaru.
Keywords: Promotion Implementation, Brand Image, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0028)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

ix,137 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0028)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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