Pengaruh brand identity, brand image, brand awareness, dan perceived quality, terhadap purchase decision Pepper Lunch di Surabaya

Jimmy, Marianti Lianti (2017) Pengaruh brand identity, brand image, brand awareness, dan perceived quality, terhadap purchase decision Pepper Lunch di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis hubungan antara Brand identity, brand image, brand awereness, dan perceived quality terhadap purchase decision pepper lunch di surabaya. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah snowball sampling, dengan jumlah sampel sebanyak 100 responden. Tiap responden tersebut merupakan konsumen pepper lunch yang berdomisili di Surabaya. Data dikumpulkan melalui alat bantu kuesioner dan selanjutnya diolah dengan teknik analisis Regresi linier sederhana dan berganda menggunakan program SPSS. Hasil penelitian ini menunjukkan bahwa brand identity, brand image, brand awareness, dan perceived quality memiliki pengaruh positif dan signifikan terhadap purchase decicion, oleh karena itu H1, H2, H3, H4, dan H5 didukung.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Brand identity, brand image, brand awareness, perceived quality, purchase decicion.
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Marianti Lianti Jimmy
Date Deposited: 01 Aug 2017 07:43
Last Modified: 01 Aug 2017 07:43
URI: http://repository.wima.ac.id/id/eprint/11959

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