Analisis Pengaruh BRAND IMAGE terhadap Proses Keputusan Pembelian untuk Produk Ban Motor Aspira PT. Aspirasi Jaya Lestari Palembang

Salim, Hendri (2016) Analisis Pengaruh BRAND IMAGE terhadap Proses Keputusan Pembelian untuk Produk Ban Motor Aspira PT. Aspirasi Jaya Lestari Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study was conducted to determine the effect of brand image consisting of corporate image and product image towards the purchase decision process Ban Motor Aspira in Palembang. This type of research is a kind of causality research through surveys. The sample used in this study is that consumers who purchase motor tires ASPIRA of 100 respondents and a sampling technique is by using purposive sampling technique. Data analysis techniques used in this research is descriptive test, validity and reliability, the classic assumption test, multiple linear analysis, f test, t test, and koefisisen determenasi R2. The results of this study indicate that the independent variable (X) is able to explain 52.5% of consumers in the purchase decision process Aspira motorcycle tire products and the remaining 47.5% is explained by other variables not included in this study. Partial assay results indicate that both variabe of brand image consisting of corporate image and product image is able to affect positively and significantly related to the purchase decision process Aspira motorcycle tire products.

Item Type: Thesis (Undergraduate)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau
Uncontrolled Keywords: Brand Image, Corporate image, Product image, b2b.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 12 Feb 2020 01:41
Last Modified: 12 Feb 2020 04:31
URI: http://eprints.ukmc.ac.id/id/eprint/3393

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