Anggun, Krissanta (2021) PENGARUH BRAND IMAGE AND LOYALTY, NEW BRAND, BRAND CREDIBILITY, BRAND APPEAL, DAN PERCEIVED BRAND QUALITY TERHADAP PURCHASE DECISION PRODUK KOSMETIK EMINA DI KOTA NGABANG KALIMANTAN BARA. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Brand Image
and Loyalty, New Brand/Product Promotion, Brand Credibility, Brand Appeal,
Perceived Brand Quality terhadap Purchase Decision pada produk Emina. Data yang
digunakan merupakan data primer. Data primer diperoleh melalui kuesioner yang
disebar secara online. Alat analisis yang dipakai dalam penelitian ini adalah analisis
regresi linear berganda, analisis jalur serta statistika deskriptif. Hasil penelitian
menunjukkan bahwa Brand Image and Loyalty, Brand Appeal, Perceived Brand
Quality berpengaruh terhadap Purchase Decision pada produk Emina.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Purchase Decision, Brand Image and Loyalty, New Brand/Product Promotion, Brand Appeal, Perceived Brand Quality |
| Subjects: | Manajemen > Operasi dan Sistem Informasi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Date Deposited: | 22 Nov 2021 08:24 |
| Last Modified: | 22 Nov 2021 08:24 |
| URI: | https://repository.uajy.ac.id/id/eprint/25417 |
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