Analisis pengaruh citra merek, kualitas layanan dan harga terhadap keputusan pembelian air minum kemasan merek Safe pada PT Airkyndo di Surabaya

Natadjaja, Antonius (2006) Analisis pengaruh citra merek, kualitas layanan dan harga terhadap keputusan pembelian air minum kemasan merek Safe pada PT Airkyndo di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The existence of water are very vital for continuity of human life, Especially for drinking water, we need really clean water and free from micro organism! dangerous particles. Like known water from PDAM, are under health standard and not allowed to be drinked, although it have been cooked. Condition like that emerge idea to create drinking water which is hygienes. It is later then created drinking water in bottled (AMDK) which can directly drinked because it has been then sterilization process. In this research is we analized behavior of consumer peculiarly regarding brand image, quality of service, and price which have influence decision of purchasing drinking water Safe at PT Airkyndo in Surabaya. The goal of this research is to know and to analys influence simultan of band image, quality of service and price to decision purchasing drinking water Safe at PT Airkyndo in Surabaya and to know influence of parsial brand image, quality of service and price to decision of purchasing drinking water Safe at PT Airkyndo in Surabaya. Examination of significant regretion simultaneously by using of F test yield F count equal to 27,023 bigger than F tables equal to 2,807. Thereby, first hypothesis which raised to be accepted. Contribution image brand, quality of service and price to change of decision of purchasing (R2) is equal to 0,638 meaning that the level contribution of brand image, quality of service and price simultaneously to change of decision of purchasing is equal 63,8%. While at second hypothesis that is anticipated that brand image, quality of service and price by parcial influence decision in conducting purchasing of drinking water of Safe PT Airkyndo in Surabaya is proven. This can be seen by result of t test at storey level 5% where value of t count obtained brand image variable equal to 2,790, variable of is quality of service obtained equal to 5,288, and price variable obtained equal to 3,234. Value of t count compared to value of t tables at storey level of significant equal to 5% is bigger because value of t tables only equal to 2,013. Pursuant to value oft count earn is also blown that value of t count variable of is quality of service 5,288 larger from other variable t count mean variable of is quality of service have dominant influence.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing analysis factor, buying decision.
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:41
Last Modified: 26 Jun 2015 08:41
URI: http://repository.wima.ac.id/id/eprint/2656

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