Analisis Pengaruh Media Iklan, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu VANS (Studi Kasus Pada Mahasiswa S1 Universitas Muhammadiyah Surakarta)

Fajar Nugroho, Andika and , Drs. Farid Wajdi, MM., Ph.D. (2017) Analisis Pengaruh Media Iklan, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu VANS (Studi Kasus Pada Mahasiswa S1 Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aim to know influence of advertisement media, brand image,and product quality to purchasing decision of shoe of Vans. This Research use quantitative approach, as for data collecting method by propagating questioner. The population and sample which used in this research is student of Muhammadiyah university of Surakarta of generation 2013 up to generation 2017 which is noted still active as student counted 75 respondents with the snowball sampling method. Hypothesis in this research is tested by using analysis method covering; validity test, reliability test, classical assumption test, doubled linear regression, t test, F test, and coefficient of determinacy (R2).Result of research indicate that test by partial, advertisement media don’t have an effect on to purchasing decision of shoe of Vans, brand image have an effect on to purchasing decision of shoe of Vans and product quality have an effect on to purchasing decision of shoe of Vans. As for result of test by together (simultan), advertisement media, brand image, and product quality have an effect on by together to purchasing decision of shoe of Vans. Result of coefficient of determinacy (R2) test indicate that advertisement media, brand image, and product quality can explain variability purchasing decision of shoe of Vans equal to 65,6%.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Advertisement media, brand image, product quality and purchasing decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANDIKA FAJAR NUGROHO
Date Deposited:	31 Oct 2017 07:31
Last Modified:	31 Oct 2017 07:31
URI:	http://eprints.ums.ac.id/id/eprint/56673

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