PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG

Widyatama Repository

PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG

Show full item record

Title: PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG
Author: Sukma, Andhi
Abstract: The purpose of this study was to determine the brand image of Coca-Cola Zero and determine the extent of u influence of the markering mix and the influence ofproduo brand image of Coca-Cola Zero to the purchase decision process The method used in this study were factor analysis and regression, where the independent variable in this study is ti marketing mix consisting of product, price, promotion, and distrib~rtion,a moderator variable in this study is the image, a) the dependent variable is the process of prrrchasing decisions. Data collection techniques used is by distribufii questionnaires to the respondenfi, and in this study who used the respondents are students and the general public who live the city of Banhrng. Thr number of qlrestionnaires distributed a nionber of1 75 valid questionnaires and studied there for IS Questionnaires were distributed using a Likert scale to determine the response of respondents to the study variables. Statisric analysis used to determine the effect of these two variables rrsing multiple liaear regression method Based on this study, 1, obtained results that the product, pricing, distribution, and image & promotion have a significant influence on purcha decision process.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/6890
Date: 2015-12


Files in this item

Files Size Format View
COVER DEPAN.pdf 881.2Kb PDF View/Open
HALAMAN REDAKSI.pdf 157.1Kb PDF View/Open
DAFTAR ISI.pdf 278.1Kb PDF View/Open
PAPER ANDHI SUKMA.pdf 5.156Mb PDF View/Open
COVER BELAKANG.pdf 897.6Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record