PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, DAN ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SAMSUNG DI SURABAYA

INEZA ARTANTI RUDIYANTO, 041211223033 (2016) PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, DAN ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SAMSUNG DI SURABAYA. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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10. BAB I - PENDAHULUAN.pdf
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11. BAB II - TINJAUAN PUSTAKA.pdf
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12. BAB III - METODE PENELITIAN.pdf
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Official URL: http://lib.unair.ac.id

Abstract

Due to the fast growing of technology including the smartphone made many people in Surabaya now have one or more smartphones for each people. One of the fastest growing brand of smartphone recently is Samsung. Even there are more than one brand of smartphones, people or buyer in Surabaya prefer to Samsung brand. For that reason, this study was declared. This study aims to determine the influence of perceived brand, perseption of quality, and brand assosiation on purchase decision of smartphone in Surabaya. The analysis technique used is multiple linear regression with quantitative approach. This study uses primary data by distributing questionnaires to the 150 of random people which is the object of research. The research focus on the variables effect of buying decision respectively. The research proves that not of the all variables have the significantly effect of buying decision.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 B.89/16 Rud p
Uncontrolled Keywords: Perceived brand, perseption of quality, brand assosiation, purchase decision
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
T Technology > TS Manufactures > TS156 Quality control and management
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Creators:
CreatorsEmail
INEZA ARTANTI RUDIYANTO, 041211223033UNSPECIFIED
Contributors:
ContributionNameEmail
ContributorY. Lilik Rudianto, Drs., MBA.UNSPECIFIED
Depositing User: sugiati
Date Deposited: 21 Apr 2016 07:53
Last Modified: 21 Apr 2016 07:53
URI: http://repository.unair.ac.id/id/eprint/29690
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