Analisis Pengaruh Media Promosi, Citra Merek dan Kualitas Produk Teehadap Keputusan Pembelian Sepatu Vans

Halim, Hendra and , Edy Purwo Saputro, SE., M.Si. (2020) Analisis Pengaruh Media Promosi, Citra Merek dan Kualitas Produk Teehadap Keputusan Pembelian Sepatu Vans. 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 usequantitative approach, as for data collecting method by propagating questioner.ThepopulationandsamplewhichusedinthisresearchisstudentofMuhammadiyah university of Surakarta of generation 2013 up to generation 2017which is noted still active as student counted 75 respondents with the snowballsampling method. Hypothesis in this research is tested by using analysis methodcovering; validity test, reliability test, classical assumption test, doubled linearregression,t test, Ftest, and coefficient ofdeterminacy (R2). Result of research indicate that test by partial, advertisement media don’thave an effect on to purchasing decision of shoe of Vans, brand image have aneffect on topurchasingdecision of shoe ofVans and productquality have aneffect 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 effecton by together to purchasing decision of shoe of Vans. Result of coefficient ofdeterminacy(R2)testindicatethatadvertisementmedia,brandimage,andproduct quality can explain variability purchasing decision of shoe of Vans equalto 65,6%.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Media Promosi, Citra Merek, Kualitas Produk Dan Keputusan Pembelian.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HENDRA HALIM
Date Deposited:	29 Nov 2023 04:00
Last Modified:	29 Nov 2023 04:00
URI:	http://eprints.ums.ac.id/id/eprint/118751

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